M a r k e t i n g  t i p
Staying in touch and top-of-mind
with past applicants and lessees

The responses to last week's Broker Program Updates survey were overwhelming: past applicants and lessees are much more likely to become future customers than a standard new lead [see the results]. Last week's marketing tip centered on earning repeat business [see it now]. In light of the responses to last week's survey and the feedback on last week's marketing tip, here are more ideas for staying in touch with past applicants and lessees so yours is the first name that pops into their heads when new financing needs arise...

Happy Business Birthday: skip the personal birthday and anniversary cards and show past customers that their company is as important to you as it is to them. Send a card or e-mail on their business's birthday. This way you also avoid being lost in the customer's other birthday cards.

Thank you cards: a funded deal - or even an application - is certainly worth spending two or three minutes and $0.41 in postage to say "thanks." Even an e-card will do. The art in sending thank you cards is to send them soon, but not too soon. If you send them the day the deal funds, you are probably still interacting with the customer and the card does not add much to the relationship. Wait two or three weeks until you have stopped talking to the customer every day. This way you might catch them when they are thinking about additional financing needs or are in a position to refer one of their colleagues to your services.

Be clever and useful: you probably get a few calendars every year - some that you even keep and hang on the wall. Be clever and come up with a repeatable and long-lasting gift or promotion that your past customers will keep around and look forward to receiving. How about new stamps when the price of a first-class stamp changes? A magnet with a sports team's game schedule (local) or NASCAR schedule (national)? A die-cast replica of the equipment the customer leased from you? Article clippings are always good ideas too: if you see an article in a trade magazine or newspaper that is relevant, send photocopies to your lessees or vendors. Again, this shows you are constantly thinking about how you can help their business.

Promotions and programs: earning customer loyalty is far from a new concept. Many companies choose to offer special promotions for repeat customers or referrals. This can be highly effective as long as you structure it correctly. If you are a smaller shop, don't try to manage the program yourself. What you gain in flexibility and cost savings you'll lose in time and effort. Try an integrated turnkey provider like quantumloyalty.com.

Whichever combination of tactics you decide to use, the important thing is to do something. Too many companies make the mistake of assuming their past customers will remember them when future needs arise; other companies wait for slow days to call past customers. If past applicants and customers are a major opportunity, treat them accordingly. Put them on the top of the to-do pile and institute regular efforts to win their repeat business.

Want more marketing tips? See more.

S a m p l e  d e a l  o f  t h e  w e e k
Roll-off truck for challenged credit earns low payments and pays ten points