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Using this template, your phone call will go something like this:
GENERAL GIFT/CHILDREN’S WORLD
“Hello Mrs. Customer? This is (Your Name Here) at (Your Store Name Here). How are you today?” After the customer has had a chance to respond, you say, “I really enjoyed speaking with you yesterday, and I just wanted to take a moment and thank you for your business. I know that you have a lot of choices, and I want to thank you for choosing my store. If there is ever anything
I can do for you, please do not hesitate
to call me anytime.”
“Dear Mrs. Customer, I wanted to take a moment to thank you for your business. I know that you have a lot of stores to choose from and I so appreciate you choosing mine. I have enclosed my business card; if there is ever anything I can do for you, please do not hesitate to give me a call.”
And then shut up, because the next thing you will hear is the customer hitting the dirt. Who calls just to say thank you? No one, that’s who.
For part two of Impact 8TM you need blank note cards that have
a store related photo on the front side, and your store’s name, logo, and address printed on the back. You also need the names and addresses of four customers you spoke or worked with that week; these customers are going to get a personal note from you. There are three not-to-be-broken rules:
Your note should read something like this:
When you implement Impact 8TM just four days a week, you
will impact 32 customers per week; 128 customers per month; and 1,536 customers per year. And if those customers tell just ten others – and probably more via social media – that’s 15,360 people. Remember that customers believe what other customers tell them, so the word-of-mouth and goodwill you’ll generate is immeasurable. And your competition will never know what
hit them.
Think about the independent retail stores where you shop.
Do these store owners do anything to pull you closer or personally enhance your shopping experience? It’s been said that 78 percent of satisfied customers will go someplace else to shop, if that someplace else is perceived to be more fun. That’s satisfied customers who know and love your store.
Going forward, work to create word-of-mouth by building a unique in-store experience that’s backed up with email marketing, social media posts, and events and promotions shoppers can’t wait to attend. This will take planning and time and consistency, but we promise you it will be worth it.
* If you would like a copy of “How to Write a Press Release”, drop us a note at info@kizerandbender.com
Rich Kizer and Georganne Bender are consumer anthropologists, keynote speakers, authors, and consultants who have helped thousands of businesses in retail, restaurant, hospitality, travel,
death care, and service industries since 1990. They are contributors
to MSNBC’s television program Your Business. They have been named two of Retailing's Most Influential People, and have been listed among the Top 40 Omnichannel Retail Influencers and the Top 50 Retail Influencers since 2014. Their award-winning Retail Adventures blog was named the Top Retail Blog by PR Newswire Media, and
is consistently listed among important retail and small business blogs. 630.513.8020, info@kizerandbender.com, kizerandbender.com
COPYRIGHT KIZER & BENDER | ALL RIGHTS RESERVED
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2 The envelope must be addressed by hand. You’re only
Your notes must be handwritten. This is important! Not many people send handwritten mail these days so it is always the first to be opened. Choose a wedding invitation sized note card and it will be opened FAST.
doing four a day so it’s not a big deal.
3 Use real stamps – fun or interesting stamps, like Star Trek, Elvis or Marilyn Monroe. Choose one that really stands out.
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