With the markets taking a dive the past few weeks, it’s up to us mighty Long Island and Stamford small business owners to keep this economy on the track it needs to be. And that’s not even really a “patriotic” sentiment … I just don’t want to have to live through another “recovery”, you?
So, in that light, I’ve recently had success with something here at Team Michael Kessler which I thought I’d pass along. Let’s, together, be the ones who are THRIVING … not just surviving, shall we?
Let me know what you think.
Michael Kessler On: Retrieving What Was Lost
“Remember the two benefits of failure. First, if you do fail, you learn what doesn’t work; and second, the failure gives you the opportunity to try a new approach.” – Roger Von Oech
Bar none, the most important asset in your Long Island and Stamford area business is your client list. I’ll paraphrase Andrew Carnegie who said, in effect: “If you take away all of my wealth, my products, my inventory, my equipment, my staff, in fact, virtually all assets and resources – but leave me my customer lists, I will have everything else back in short order.”
He’s 100% correct. And, in the past, I have urged you to take the steps to ensure you are on top of this list for your business.
There are three segments you should address as we head into summer:
1) Existing Clients
This seems obvious, but frankly it can be one of the most under-utilized — and yet most profitable — groups of customers or clients to pursue.
2) “Lost” Clients
More about these in a minute.
3) Targeted Prospects/New Clients
This is the “sexy” segment … but in my opinion, established business owners spend far too much energy and resources going after this group.
I’d like to posit a thought to you: most of your “lost” clients didn’t leave because you did something wrong. As a business owner, it’s easy to take things personally, and believe that when you lose a customer or client, you really messed something up.
Actually, studies indicate the opposite is true: it’s normally something happening in their life or business, not what your business did or didn’t do.
So going back to this list with a simple appeal for their business, to “give you another shot”, is actually a powerful strategy for recapturing business. Simply asking for them to return is sure to bring a boatload of “lost” clients back.
Everybody loves being wanted.
But most Long Island and Stamford businesses make the mistake of either 1) not even trying to go back after former clients or customers or 2) simply “keeping them on the list” for regular mailings.
Actually what’s most effective is when you acknowledge that the client or customer hasn’t done business with you recently — and you’d like to incentivize them to give you a shot again. It acknowledges that there is a relationship in play, and that the customer/client isn’t just a number to you.
Try it in the next few weeks…watch your response go through the roof.
“No Charge” Return Review Special Gift Certificate
As a complimentary service this year, we will provide a Return Review To Any Non-Client. We will also review prior year returns from clients who did NOT have us handle their taxes during the year under question. No charge will be made, unless we have to file an amended return. Email our office or call (516) 449-2852 to set up this complimentary service!
Deadline Friday, May 9th
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Warmly (and until next week),