Bly.com Newsletter Archives An archived collection of Bob Bly’s Direct Marketing Newsletter

12/16/2001

KEEP YOUR CUSTOMERS HAPPIER, LONGER

Filed under: General — site admin @ 6:25 pm

DECEMBER 2001

KEEP YOUR CUSTOMERS HAPPIER, LONGER

You spend an enormous amount of time and money to *get* new customers. Why not expend just a little more time and effort to *keep* them — for life?

My Prentice Hall hardcover book ?Keeping Clients Satisfied? has been updated and re-released as an e-book under the new title ?197 Surefire Customer Service Techniques.? It tells you what you need to know to keep your customers happy, so that they keep coming back to you again and again to buy more of your product or service.

I?m excited because (a) this is my first e-book, (b) the subject matter is vitally important to your business, (c) I think you?ll find my customer service tips practical and easy to implement, and (d) the Web site for this book is a good example of how to profitably sell an information product on the Internet. To view the Web site or order a copy of the e-book, click on www.surefirecustomerservicetechniques.com

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THOUGHT FOR THE DAY

?Freedom and power come from knowing what you want without being a prisoner to what you want.?

–Joe Vitale, Spiritual Marketing

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3 WAYS TO INCREASE YOUR SALES

Evelyn White, an expert in retail counter sales, offers these 3 selling tips that can apply to virtually any type of product or service being sold:

1. Ask open-ended questions, not yes or no questions. Not ?Do you need more moisturizer?? or ?Would you like to try our new moisturizer?,? but ?What do you like about your moisturizer??

2. Ask questions to identify the buyer?s key pain or desired gain. If the customer says her moisturizer helps her control flaky skin, ask a question to confirm that getting rid of flakiness is important to her: ?We have a new moisturizer that removes flakiness better and gets skin smoother. Isn?t that what you are trying to achieve??

3. Ask the next question. Most counter people stop selling too early. If the customer buys the moisturizer, show her the cleansing lotion and ask, ?Do you understand how these two products work as a system to help you get smoother, cleaner skin??

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RECOMMENDED VENDORS OF THE MONTH

One of the questions I am most frequently asked is, ?Where can I get a mailing list?? On the Vendors page of www.bly.com, I list several good mailing list brokers. Two of my favorites are Edith Roman (800-223-2194) and Merit Direct (203-541-2300). I use both frequently and recommend them highly. Both handle traditional lists as well as e-lists.

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RECENT COPYWRITING & CONSULTING PROJECTS (JUST A SAMPLING)

Ad for PIPE-FLO engineering software … ad and e-mail for Soundview Executive Book Summaries … consulting for Business Objects … magalog for California Technology Stock Letter … insert for American Artist?s and Writer?s Institute … sales letter and booklet for Studebaker-Worthington Leasing Corp. … sales letters and Web pages for IBM … magalog for Federal Employee News Digest ….

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60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob is available on a limited basis for copywriting of direct mail packages, sales letters, brochures, ads, e-mail marketing campaigns, PR materials, and Web pages. We recommend you call for a FREE copy of our updated Copywriting Information Kit. Just let us know your industry and the type of copy you?re interested in seeing (ads, mailings, etc.), and we?ll tailor a package of recent samples to fit your requirements. Call Fern Dickey at 201-797-8105 or e-mail dickeybf@aol.com.

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