NL Report Magalog Fall 2012

• BuyMore• StayLonger• PayMore• ReferMore

…Andabsolutelyraveaboutyouintheprocess!

Contractor Marketing that Works.

“How Can I Get My Own Customer Retention Program?”

INSIDE • ANewRequirementforMarketingToday• TheSecretof“GettingtotheNextLevel”• WhyYourCustomersLeave• PowerfulWebIntegration

Follow the Path to Get More CustoMers that

AT T e N T I o N C o N T R A C T o R S :7 Powerful Ways This Customer Retention Program Pays Off

Two Things You Won’t Hear Anywhere ElseDearContractorFriend,

Thefollowingmaysoundweirdcomingfromahard-drivingDirectResponsemarketingfirm:

Of all the marketing dollars you invest, CustomerRetention–thoughasmallpercentageofyourbudget–istheonemarketingtypeyouwanttoincrease.Why?

Youmay think it’sbecause itmakesusmoremoney(partly true), yet it’s actually because it means youhavemorecustomerstoretain!Prettymuchthepointofbeinginbusiness.However,

There are 2 things that media salespeople and other marketers often do not tell you...

“AcquisitionMarketing”–gettingacustomer tocallthefirsttime–isthemostexpensivemarketingtypebyfar.Infact,gettingacustomercosts6timesmorethankeepingone.Nowyouknowwhymediasalespeoplewantto“sell”youmoreacquisitionmarketing.

Thenthere’sthislittlegem:

Sinceanaveragecontractorloses 11%ofcustomerstothecompetitionbynothavingaRetentionprogram,this means you get to acquire them all over again!That’sanotherreasonadrepsdon’ttalkmuchaboutretentionmarketing. Iteats into theirsales, though itwouldmakemoneyforyou.Bottomline––

A Powerful Retention Marketing program reduces your need for expensive acquisition marketing and outperforms it.

Makesense?Nowallyouneedisapowerfulturn-keyprogramtopluginplace.Luckyyou:it’sinyourhandsnow!

HappilyHelpingYouGetandKeepMoreCustomers,

AdamsHudson

Why“High Impact Marketing” Is Required forContractorResultsNow

T here is so much distraction in marketing nowthat customers are “blind” to the ordinary orexpected. Just parking a static website, or

hopingsomeoldadisgoingtocatchtheirattentionis futileandcostly.Yetcontractorscontinue tohopefor“new”results.

You’vegottobreak freefromwhatthe“standard”contractordoes.Here’show:

Youknowthatifsomethingisunique,itstandsout.Yetafull89%ofcontractorsdon’tevenhaveaCustomerRetentionProgram!Sowhenyoudo,you’reinstantlysetapartfromthenorm.

Letme ask you,whenwas the last time you got anewsletteroranyregularfollow-upfromacontractor?Thoughtso.That’sbecausethey’redoingthesame-oldstuff,goingafternewcustomers,“hoping”forbetterresults,lettingtheirmostprofitablecustomersleave.

Yourcustomersaretoovaluabletoignore.Theycosttoomuch toget,and they’re like “gold”whenyoukeep them, build relationships and earn sales, re-ferralsandrepeatbusiness foryears.Thisdoesnothappenbychance.Ithappenswithaprogram.

That’swhythispackageisfilledwith“HighImpact”Cus-tomerRetentiontoolsproventowork.

Customer Retention Is Simple and

Effective

“ThankssomuchforyourCustomerRetention

program.I’dbeenputtingitoffuntilIgot

toit(yeah,right)butyourprogrammade

itsoeasy.Whatanimpressionitmakes

oncustomers!Thanksagainformakingmy

CustomerRetentionsosimpleandeffective.”

—Wes Hutchinson, Marke’sInc.,SC

1-800-489-9099•40MonroeStreet•Montgomery,AL•www.hudsonink.com

The little secret your competition hopes you never find out…

Most “standard” contractorsget a lead, make the

appointment and do a repairor replacement job. They handthe customer an invoice, thenassumetwothings:

1)Ifthiswasacurrent customer,theyassumethe“standard”approachmustbeenoughtokeepthem.

2)Ifthiswasanew customer,theyassumethiscustomerwillremainacustomer,aslongastheyweresatisfied.

Pretty standard, right? Yet whatmostcontractors“think”isagoodflowofrepeatcustomersisatrick-leofwhattheycouldbegetting.

See, that first-time customer isstillveryfickleandpronetofor-getwhotheycalledthenextgo‘round. Consumers get 2,100ad messages a day; you thinkthey’re going to remember thenameonyourvan6monthsfromnow? These ‘assumptions’ arebehindacommonphrasethatisthetitleofthenextarticle.

“Why Can’t I Get to the Next Level?”• The #1 reason is “CLR”

Most contractors don’t knowthat Customer Loss Rate quietlyerodes sales and eats tons ofcash. It seems that you’rework-inghardereachyear,butneverbreakthroughtothenextlevel.

You’re about to see why:

When you figure advertising,marketing, staff,overhead, fuel,missed appointments, unclosedleadsalltogether...

It costs you $225-$290 to get one customer.

So,ifyouservicethemonceandthey leave, you probably lostmoneyonthem.

The CLR among home servicecontractors isabout11%.So, ifyour database is 3,000, that’s330 customers who leave youforyourcompetitioneveryyear.

Whenyouloseacustomer,lookwhat it takes to replace theminmarketingandlostsales.

CLR is a devastating problem.

Here’s Why Customers Leave You for the Competition

5%Felt pricing was inconsistent with service.

10%Passed away or moved out of service area. Can’thelpthisone.

14%Had an unresolved complaint. Theydidn’tfeelenough“connection”withyourcompanytoresolveit.

16%Took your competitor’s offer.Saleskiller.Thesecameoutofyourdatabasefromyourcustomers.

55% Left due to your “indifference.” Thismeansyounevershowedthemyoucared!Youmaysayyoucare,buthowdoyouproveit?

Add up those last two, and71% ofyour lost customers leftyouforONEreason:youweren’ttherebutyourcompetitionwas.

Bottom Line: ProvethatyoucarewithanactiveCustomerRetentionProgram.

Find your company’s CLR above.Howmuchlossisenoughtojustifyaprogramtokeepcustomerswhostay,payandrefer?Now,youseewhyit’shardtogettothenextlevelwithoutaCustomerRetentionProgram.

Your Company Sales Volume Customer Count Customers Lost Rate

(CLR) per YearCost to Replace Lost Customers ($240)

Sales Needed to Replace Loss at 15% Net

1,000,000 2,000 220 $52,800 $150,0001,500,000 3,000 330 $79,200 $225,0002,000,000 4,000 440 $105,600 $300,0003,000,000 6,000 660 $158,400 $450,0004,000,000 8,000 880 $211,200 $600,0005,000,000 10,000 1,100 $264,000 $750,0007,500,000 15,000 1,650 $396,000 $1,125,000

10,000,000 20,000 2,200 $528,000 $1,500,000


Look what CLR

is costing you!

“How Can I Get My Own Customer Retention Program?”

1. Boost Your Brand –Thesenewslettershaveamoderndesigntogiveyourcompanyahigh-qualitybrandandimagethatplain-Janeeffortsdonot.

2. Web Integration –Thispro-gramcombinesofflinenewslet-terswithyouronlinemarketing.Drivetraffictoyourwebsiteusingour“QR”codesandourunique“PowerPortal”whichislikehavingasecondwebsitetogeneratemoreleads!

3. Your Company name on every page –Customerswillberemindedoftenthatyou’retheirqualitycontractor.Youcan’tbeoverlooked!

4. Ads that hit buyer’s “Hot Buttons” –We’vecreatedanentireAd Vault topromotevirtuallyeverytypeofproductorserviceyouhave,readytogo.

5. “Psychological Sales Triggers” –Ourarticlesusetriggersto“nudge”readerstoproductsandservicestheymaynothaveknowntheywanted…orthatyouofferedthem!

6. Customize As You Wish –Youcanwriteyourowneditorial,choosealternatearticlesorsendyourownadstocreate“your”specialnewsletter,yourway.

7. MegaMarketer Coaching Club Included –Noothercon-tractormarketingfirmoffersthisprogram.AsaCustomerReten-tioncustomer,you’reautomati-callyenrolledinourMegaMar-keterProgramwhichincludes:

• “One-on-One” Coaching tohelpyouwithanymarketingneeds.

• Monthly Group Training withanexpertonaspecificmarketingorsalestopictohelpbuildyourtopandbottomlines.

• On-Line Training Videostotrainanddramaticallyillustratethemostprofitablemarketingtechniques.

• Monthly CD and Newslet-teronspecific,timelytopicstokeepyourtrainingfreshandexciting.

Thereisnothingelselikethisincontracting.Yourbenefitsstartassoonasyouenroll!

Just Let Us Do It for You!That’swhywe’rehere.Wedon’tdoourowncontracting,sowhyshouldyoucreateyourownCustomerRetentionProgram?

You’re 90% done right now!Justfollowthestepstobuildyourcustomerbaseintoraving,referringfans.

You do the contracting. We’ll help keep your customers… for life. Fair enough?

Newsletter Paid for Itself in 1 Week — Over 30 Calls from 1 Ad“WhenIfirststartedthenewsletterprogram,Ihadmydoubts.Imaginemysurprisewhenthenewslettergeneratedover30calls!I’mabeliever.ThishaschangedthewayIrunmybusiness.Ican’tthankyouenough!”—Phil Ward, FlynnHeating&A/C,Ne

Here’s How: SimplyselectHomeSenseforHVACorHomeXpertforPlumbingorElectrical(mainarticleschosenaccordingtoyourtrade).Then...

1Choose the quantity. Mostselectall“active”customersfromthepast48months.

2Choose your ads.Thisseason’scopyrighted“AdVault”isavailableuponrequest.JustcallaHudson,InkCoach!

3Choose Your Web Integration.YoucangetpowerfulQRcodes,acustomweb

portaltodrivetrafficorboth!

CallaHudson,[email protected]...

That’s it! We’ll take it from there!


7 Powerful Ways This Customer Retention Program Pays Off

Documents

NL Report Magalog Fall 2012