Turning New Clients’ into Repeat Customers
Jerry Leath: The Great Frame Up
Client: The Great Frame Up
Goal: Upsell to previous Clients
Call Size: 90
ROI: 300%
If you've already won a client's trust, it ought to be relatively
easy to sell him or her more stuff. Alas, in practice, the repeat sell can be tricky.
- How do you reproach a client who already has written one big check?
- When is the best time to do so?
While timely e-mails might work, a simple phone call is often more effective.
Not that you can call all your customers, but now, for
the first time, smaller businesses can afford to send automated phone messages to
targeted clients. With these products (which cost about 10 cents a call), a salesperson
or business owner calls a toll-free number and records a brief message with a sales
pitch. The message is uploaded to the Internet and broadcast using a voice over
Internet protocol system to anywhere from a dozen to thousand?
Jerry Leath, owner of a Great Frame Up franchise in Douglasville, Georgia, had dozens
of customers with unused store credits, credits they appeared to have forgotten about.
Leath used Vontoo to turn those credits into a sales opportunity. He logged on to
vontoo.com and recorded a single voice message reminding customers about their store
credits. Vontoo simultaneously sent Leath's message to 90 customers he had pulled from
his store database. As a result of the reminder, a dozen customers came in with framing
work, plunking down between $2,000 and $3,000 collectively. Although they all had coupons,
most of them upgraded to higher-quality frames or molding, allowing Leath to maintain his
margins. Total cost out of pocket to Leath was $9, or 10 cents a call, the flat rate that
Vontoo charges for all calls under a minute. Says Leath: "If I had sent out a mailing,
maybe two or three people would have come in!'
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