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| Effective Client Outreach In today’s competitive retail environment, every opportunity to generate sales counts. One of the most misunderstood — and often misused — strategies is client outreach via telephone. Too often, a retailer enthusiastically launches a phone campaign only to discover it does more harm than good. Understand the Customer’s Perspective Your customers lead busy lives. A phone call from a retail store during a hectic day can feel like an unwanted interruption. Imagine receiving a call that begins, “Hi, this is Brad from ABC Retailer. Just checking if you had any upcoming events where our products might help.” The likely reaction? “Why are you calling me in the middle of the day? I just got the baby down for a nap!” The Two Big Challenges of Phone Outreach 1. The salesperson doesn’t want to make the call. 2. The customer doesn’t want to receive it. So, How Do You Make It Work? Get the customer to ask you to call them. The effectiveness of your outreach program depends on two key elements: 1. How You Introduce the Program When introducing a VIP program or customer profile system (details below), present it in a way that makes the customer want follow-up contact. Focus on benefits to them: “I’d love to keep track of past purchases so I can recommend items that fit your style.” “I’d like to notify you of new arrivals or special events.” “Fill out this VIP card, I’ll call you a couple of weeks before your special event to remind you or help with gift ideas.” Write out 15–20 different ways to introduce the program to various customer types. Practice them. 2. Your Ability to Personalize the Conversation Use the information you’ve collected to show attentiveness: “Hi, this is Brad from ABC Retailer. You asked me to call before your anniversary with some ideas. By the way, how was your ski trip to Vail?” The Goal of Client Outreach When calling, your objective should be to set an appointment for an in-store visit. That means your message needs to be relevant and personalized. The First 7–12 Seconds Matter You must clearly communicate: 1. Who you are 2. Why you’re calling 3. What’s in it for them (remind them they requested the call) Avoid Generic Openers Like: “Just touching base…” “Wanted to make sure you got the info…” “Haven’t talked in a while, so I thought I’d check in…” “Is there anything you need?” “I’m calling to introduce myself…” Types of Outreach Calls to Make Each type of call should have a distinct message. Examples include: Post-sale or delivery follow-up Service/repair follow-up Event reminders (birthdays, anniversaries, holidays) Maintenance calls (e.g., 6-month free clean & check) Wish list opportunities Milestones (graduations, new baby, Sweet 16, etc.) The Customer Profile / VIP Club This system helps you build relationships by capturing valuable personal data directly from customers. Information may include: Name, address, phone number(s)Email, preferred method of contactSpouse and children’s namesSpecial dates: birthdays, anniversaries, etc. Why Customers Should Fill It Out Themselves 1. You must introduce it in a way that earns permission to follow up. 2. Customers are more likely to give complete information. 3. It’s a great opportunity to collect info from non-buyers — often 70–80% of store traffic. 4. You avoid the risk of ruining a surprise or making an unwanted call. 5. Customers choose how and where they prefer to be contacted. The most valuable data isn’t just answers on a card. It’s the extra personal details they volunteer: “We’re taking the kids to Disney this summer.” “My parents are visiting from Chicago during the holidays.” Use that personal insight in your follow-ups to build trust and rapport. The Impact of an Effective Outreach Program One retailer I work with requires each salesperson to make five appointments per week. They typically close three of them, averaging $1,500 per sale. With seven salespeople, that’s $31,500 in added weekly revenue — over $1.5 million in additional annual sales. Principles For Business And Life |
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| Be sure to go to https://principlesforbusinessandlife.com/ – click on My Viewpoint Newsletter and read a fabulous article titled: Why do we judge others when we shouldn’t – The path to peace through less judgment – By Bryan Dodge Bryan Dodge is a world-renowned speaker, trainer, mentor, and life coach and the founder of Dodge Development Inc. The New Recruiting, Interviewing & Hiring Guide is Now Available! Table of Contents *Hiring Philosophy *Sources for Recruits *Interviewing 1st Interview Questions 2nd Interview Questions *Final Interview Questions and Standard Interview Guide *Testing *Checking References *Making The Decision *Employment Application Form *Employment Application Waiver Form *Pre-Interview Questionnaire *Hiring Checklist *Questions To Avoid In An Interview *Basic Math Skills Test and Answer Form *Basic Reading Skills Test and Answer Form *Reference Checking Form *Reference Checking Phone Script *Physical Examination Consent Form *Drug Testing Consent Form *Background Check Consent Form Introductory Price $89.95 – to order click on www.principlesforbusinessandlife.com/products/ Delivered via email to your inbox Have your staff subscribe to the Munchies Newsletter and please pass this along to others within your circle of influence. https://principlesforbusinessandlife.com/contact-us/ FINAO Brad Huisken IAS Training [email protected] https://principlesforbusinessandlife.com/ 303-503-7835 |
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