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Customer support is such a key ingredient to the success of any business yet it is often times the most difficult to maintain. That is especially true with our EZ-NetTools customers.
Many times we assume that our customers are using EZ-NetTools to build their website. We may also assume that a website we have created for our customers is being updated by them. In these cases it is also easy to assume that they are happy with their EZ-NetTools website. After all, it is a key advantage of the EZ-NetTools system that our customers can maintain their websites themselves. Unfortunately, if we don’t consistently communicate with them, we risk loosing the customer.
The reason we risk loosing the customer is because we assume they are working their website. The fact is that they are running a business and most businesses have a very difficult time budgeting time to work on their website. These customers can fall victim of the old "out of site out of mind" syndrome. Inevitably, your competition will walk in the door and ask them how they like their website. Of course they don’t like it because they haven’t spent time finishing it. If we are not in constant communication with them, they may feel embarrassed or incapable of the work or just realize that they don’t have the time they thought they would to make it right. This may not be a reflection on you as a designer but your competition now has an open door to move right in and steal your business.
Our local reseller has grown to the point above 250 websites to manage. The desire to drive new business continues to be a focus for them but the 80/20 rule of business still applies no matter how much new business they try to build. This rule states that 80% of our business will be generated from 20% of our customers. If this rule holds true, doesn’t it make sense that we maintain focus on existing customers? Absolutely!
We encouraged our local reseller to implement a new marketing campaign called “Drum Roll.” This campaign is very simple in design but takes self-discipline to pull off, especially when you have 20 or more accounts. The Drum Roll campaign definitely paid off! Almost immediately, additional sales started rolling in and the level of customer service raised to the new level. This will also help keep the competition at bay.
This is how the Drum Roll campaign works. It is very simple really. Simply call every customer at least once a month and “Drum” up business. When they show interest in additional work, call them more frequently. It is easy to set-up. Just list all of your customers in a column and add additional columns for each month of the year. When you have talked to your customers, check them off the list.
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| Name | Number | Jan | Feb | Mar | Apr | May | June | | Breadshop | 333-6666 | Yes | Yes | Yes | Yes | . | . | | Center Floor | 333-6666 | Yes | Yes | Yes | Vac | . | . | | Bills Shop | 333-6666 | Yes | Yes | Yes | Yes | . | . | | Pizza Shop | 333-6666 | Yes | Yes | Yes | Yes | . | . | | Blanket R Us | 333-6666 | Yes | Yes | Yes | Yes | . | . | | New Deal | 333-6666 | Yes | Yes | Yes | . | . | . | | Nuts & Stuff | 333-6666 | Yes | Yes | Yes | . | . | . | | Car Dealer | 333-6666 | Yes | Yes | Yes | . | . | . | | Floral Shop | 333-6666 | Yes | Yes | Yes | . | . | . |
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As you get started with this campaign it is critical to find out how their website is working for them. If they have projects that they were going to do themselves but haven’t had the time to work the website, immediately ask them if you can provide them a quote to do the work for them. Let them know that you are concerned that your services meet their needs.
Remember, even though EZ-NetTools makes it easy for customers to build and/or maintain their own website, the work often gets put on the back burner until they get some “spare” time. Of course the spare time never arrives. You must keep in contact with them or you open the door for your competition.
Let’s shut the door on our competition with constant customer care. I definitely suggest a Drum Roll type campaign. After all, repeat sales are just one more reason to get jazzed about selling EZ-NetTools!
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