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John Jantsch Marketing Coach
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    • Thu Nov 06, 2008

    I Didn’t Know You Did That

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    So, honestly now, have you ever heard the words in the title to this post from a long-time customer? We all have, I’m afraid, and shame on us.

    When a customer becomes a customer, it’s usually to purchase a specific product or solve a specific problem. When we solve that problem or ship that product the job is done, right? To build true marketing momentum the job has just begun.

    I often talk about part of the lead conversion or selling process containing what I call a “new customer kit.” This is simply a set of orientation materials that provides your new customer with all the information they need to successfully work with your organization.

    One of the elements of this kit should be an introduction to all the products and services your company has to offer. That’s a good start of course, but you must do much more than that to drive this information home. When a customer is new to your organization they may only have one simple need so your must commit to a long-term process of education as well.

    My advice is to create a monthly process of introduction to some aspect of your business and offer this information in several forms. For example, a monthly mailing to your entire customer base, a lunch and learn with your referral sources, a telesession open to the public, an autoresponder series for newsletter subscribers, and post on the company blog.

    Keeping all of your products and services featured and top of mind is one of the best ways to do more business with your existing customers and partners. Build this education system and put it on auto-pilot and you may start hearing, I’m glad you offer that!

    I don’t say this enough, but the images I use on this blog and in my workshop presentations are from my favorite stock photo site iStockphoto. It rocks, just go check it out.

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    Posted by: John Jantsch on Nov 06, 08 | 7:07 am
    Category: Branding, Customer Service, Referral Marketing | Tags: , , ,

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    • Funny timing on this. Yesterday I tweeted about the restaurant I was at for lunch and how they serve peri-based meals (peri is an African spice blend, as I learned). They have the spice bottled and branded with their restaurant name. This is not only a great upsell (buy product in addition to the meal) but also great word-of-mouth marketing (when the customer shows her guests the bottle at the dinner party).
    • Unfortunately I have experienced the 'ouch' moment when a customer has said they didn't know we offered a specific service. It surprised me at the time because not only had I sent the customer a brochure listing all of our services but in a previous conversation I had mentioned that we provided that service. John's blog post today really resonates with me. And reminded me that communications is more than just talking or telling, it's about engaging (when the customer is engaged, the customer will remember). I have found the lunch and learn sessions to be very effective - particularly when I've done them with small groups, related businesses and the topic is 'hot' and engaging.
    • Nice post, John, I feel like you are rubbing it in!!! I just learned someone contracted a website with another vendor today. I should have been building more momentum with them earlier.

      Your pictures are getting better, new source?
    • John, the plug for iStockPhoto at the end is a bit shameless don't you think? I've found the site to be great too, but it almost comes across like a paid mention since it doesn't fit with the context of your post.
    • John Jantsch
      @Trevor - duh, it is shameless and was intended to be, why do people think it's somehow against some blogging code to promote stuff you like - the photo in the post was from iStock that's the context.
    • I agree that the customer should always be in the know. He must know what products have appeared from the seller, which have cost less. The seller should work with the client to make a profit.
    • I have heard those very same words a thousand times over. Whilst it is important to make sure that your customers know about all the products and services that one offer, there has to be a protocol in delivering the information. Small business owners often come across as desperate, and the nature of the entrepeneur is such that nigh impossible tasks will sometimes be undertaken...and hopefully pulled off ;)
    • John, taking your blog a step further, I would go so far as to say you're LOSING money if you aren't constantly trying to cross-sell and up-sell your clients. It doesn't have to be overt selling, but you do have to stay in front of them all the time so they know what you sell and they remember that you sell it when they decide they need it.

      When the economy is down, it becomes even more important to make more money from your existing clients. If you already have someone who successfully made it through your selling process, you already know they are a high probability sell.

      As a colleague of mine always says "the easiest money you'll ever make is the money you're already making."

      Jared Young
      The Original Quill
    • At the end of a project it is always a good idea to tell your client "hey, here are a few other things we do". You can also inform your clients of other things you do via a newsletter
    • You hit it right on with your argument for why every business should have a monthly newsletter. It doesn't need to be fancy either. Some of the most successful newsletters ever created look like they came right off a typewriter. Adding images is good but only if it enhances your marketing message, never as a replacement.

      Also, never send out an e-mail newsletter. Not only are there spam filters, but a printed newsletter that arrives in the mail each month has a higher perceived value than one that arrives by email.

      If you want to increase the value of your printed monthly newsletter further, you can take the newsletter concept to the next level by having a monthly webinar or webcast. There are companies out there that provide a webinar platform, the ability to type in questions, along with 1-800 phone lines for those who prefer calling in. I use one that costs $49 a month for up to 8 webinars per month. Giving your client a unique webcast URL and date and time for them to log-in when you are offering your webcast has a higher perceived value than a printed newsletter. From a marketing perspective, the webcast is much better than a newsletter because you can measure who is actually listening to your webcast by making them log-in with their name and an email address. With a printed newsletter, you really have no idea if or who is reading it.
    • Vic
      Agree. A well informed and oriented client is a great idea in keeping in touch and holding them. And while keeping in touch with them, we can do some constant marketing. That will be an informative marketing and continuous care since we and our clients already know each other.
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