Audacity and Vigor

The method of the enterprising is to plan with
audacity and execute with vigor.
Christian Nevell Bovee

What a great thought to start the New Year with! Plan with Audacity (daring, boldness or courage) and execute with Vigor (energy, dynamism and vitality). We all know what to do at the start of a New Year (or new cycle):
• Set your goals
• Create / update your plan(s)
o Business plan
o Marketing plan
• Create / update your vision board
• Then execute!

So let’s think about Executing a Customer Service Program with Vigor. What would the components be?

1. Touching base in a personal way with all your clients. This can be something simple – such as a hand-written card – or a gift of anything – flowers, something appropriate to your business or something you know that person would like. Depends on your business; how good a customer that person is; and your budget.

2. Then put in place a program to “touch” each customer once a quarter. A simple card will do – but it should be personal and NOT mention anything about business, specials or other programs you may have. Promotion of “business” things needs to be kept separate.

3. Thanking first time customers for doing business with you. Again, this can be something as simple as a postcard – or a much larger gift. Depends again on your business and the size of the sale. But the point is to let that customer know they are appreciated.

Remember, it is much more cost effective to keep the customers we have than going out after new ones. A few statistics to support this are that it costs 5 times as much to attract new customers as it does to keep an existing one. AND, the probability of selling to a new customer is 1 in 16, while the probability of selling a new product or service to a current client or customer is 1 in 2…!!! Plus, happy customers tell their friends. Referrals are free – except of course for the “Thank You” you send after-the-fact :-)

Your current customers are the gems in your business. Treat them as the valued treasures that they are and they will continue to bring value to you and your business.