Get the Crisis Calls

April 17, 2006

Don’t Count on Emergency Name Recognition
By: Adams Hudson

Your customers often call you during an emergency. This means they’re standing in a flooded kitchen or sweltering in a hot home. I’m sure you could think of many more examples, but you get the point.

It’s times like these when emotions are running high, and they just want whatever’s wrong fixed now. If you think they’re going to automatically remember your name – you might be wrong. The quality of the work you did is almost irrelevant if they can’t remember you and won’t put forth any more effort than “trying to find him in the Yellow Pages”.

What if there was some way you could stay in the minds of your customers without having to rely on their notably unreliable, long-term memory?

One more question: Why don’t you have a Customer Retention program? Staying in touch through a newsletter is one of the most effective, least expensive marketing tools you have.

A good newsletter informs, entertains, and – best of all – contains psychological sales triggers to encourage reading and responding. When used regularly, it becomes a Customer Retention machine.

Even if a contractor knows the importance of a solid customer newsletter, he may falter when it comes to actually creating one. After all, coming up with well-written articles, designing them in a graphically pleasing way, and producing them on time – without bogging down the rest of your business – can be hard. Plus, homeowners readily toss the “industry specific” newsletters in favor of ones that balance industry info with helpful homeowner tips.

In fact, for many contractors, creating a newsletter is near impossible. That’s why a professionally produced, syndicated newsletter usually proves to be the best option.

Don’t wait until the weather-induced down time comes (and you know it will). Start planning your fall attack now.

You don’t want to be forgotten – despite the fact that you did a great job. How frustrating is it to know you did your best, but your customer ran away and spent hundreds (even thousands) with someone else? Seems worth a $2/year investment to me. Don’t expect customers to remember you if you don’t do your part. Take control.

Now go out there and sell something!

Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out on the web for free marketing tips or call 1-800-489-9099 for more info.

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