Customer Recovery - Charles George

Charles George - "Publish to Thrive"

Welcome to the Publish the Thrive Radio Show. Every business owner can benefit from publishing their knowledge. Whether you are creating content for social media, blog posts, videos, podcasts, newsletters or premium content like books, paid newsletters, online courses, or membership programs .

Today, every is a publisher.  Publishing helps you reach new prospects, strengthen relationships with current customers and create additional revenue opportunities.

I’m your host Charles George. I am a digital direct marketer and copywriter. For about 20 years, I have consulted with businesses on creating marketing campaigns that reach new customers and sell more to their current customers. Today, I focus on building profitable online audiences and brands.

You can follow me personally at www.PublishtoThrive.com.
 
Introduction- Segment 1

​Show Objectives
Today we are going to talk about customer recovery or how to reactivate lost customers.

Most companies think of a customer as an opportunity to earn sale.
The most successful companies think of the sale as an opportunity to earn a life-long customer.  

Two Phases of Marketing That Are Often Overlooked
1.   Customer Service – 
-         Under Promise and Overdeliver 
-         Customer complaints as an Opportunity
o   Customer is giving you an opportunity to create a loyal customer
o   Customer service differentiates
o   Customer Service can differentiate your business from competitors
 
2.   Fulfillment –
If you sell a product or service, how long does it take you to deliver on the promises you made.
o       Quality Product, Level of Service, and Price – needs to be communicated in your marketing material promoting the product.
 
Segment 2 - Key Issues
 
Owner Perspective: 
 
Examples
Amazon – Print on Demand Books – Small Businesses Selling on Amazon – Controlling The Distribution from their warehouse.
 
Infomercials on Late night TV to selling in Retail Stores – Flashlight Example
  
Segment 3 - What You Need to Know

Reactivating Lost Customers
The third easiest type of customers to sell to are lost customers.
The only two types of customers that are easier to sell products and services to are:
1)   Current Customers
2)   Referrals

So how do you reactivate a lost customer?
Reactivating a lost customer is not necessarily easy, and it can take time.

How much is the customer worth to your business? - This number tells you how much you can spend to reactive the customer.

The more the customer is worth to your business than the more money you can spend to reactivate the customer.
 
Segment 4- What You Need to Do​
 
5 Ways to Reactivate Old Customers 
​
1.   Direct Mail
Direct mail offers several advantages that few other channels provide.
There are several advantages to direct mail.
1)   Less competition than most other marketing channels.
2)   You can be as creative as you want with direct mail -post cards, bulk mail and FedEx.
3)   It’s measurable
4)   It’s one of the most profitable marketing channels.
5)   Sequence Campaigns -
 
2.   Autoresponders -
Autoresponders reactivation campaigns can be triggered and run automatically. For instance, if your CRM integrates with your email provider, if someone hasn’t purchased from you in a certain amount of time. For instance, if you are l
 
3.   Facebook retargeting ads
You can export a list of inactive customers from your CRM and upload it to Facebook .
 
4.   Send a gift -
 
5.   Have a conversation – We want to build long-lasting relationships
Create a Multi-Channel Marketing Campaign -
 
Shows
Previous: Episode C3.009 Balance Between Selling to the New and Servicing the Old  
 
Next: Episode C3.011 Sales Metrics & Earn Rate
 
Next Show: Richard Miller- Building Brands and Selling Stuff
 
About Charles George
Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business by combining publishing with direct marketing.

One of the fastest and most profitable ways to build an audience is through email. Download Charles' free report 101 Ways to Increase the Size of Your Email List. http://publishtothrive.com/IBGR
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