Customer Reverence

One of the reasons for the degree of reverence that
Levinson advocates is because your clients' have
selected, out of all the other choices, to do business
with you. Another reason, discussed in Rule #5 , is
that it costs 5 times more to sell to a stranger than
to an existing customer.

Levinson believes that the only way to express your
gratitude for your client's choice, is by staying in
touch. He argues that staying in touch breaks down
the barriers of apathy - your apathy and theirs. The
reason this is so important is because:

80 percent of business in [North]America
is lost not due to high prices or poor
service, but because of apathy after the sale.

Levinson argues that the opposite of apathy is
customer reverence, and that marketing begins once
the sale has been made. Whether it is thank-you
notes, mailings, calls, gifts, savings, information, or
any other benefit to the customer:

Customer reverence is felt by the heart and planned by the mind.

One key here is planned. Planning yields
consistency. Do you have a follow-up plan?
Is follow-up one of your identified strategies in your
marketing plan?

The other key is heartfelt. The result we are
after is remarkable client relationships. How
you stay in touch is not as important as showing
that you care, that you don't take your client's
business for granted.

When you've won their hearts - their money,
their business, their referrals and their loyalty
will follow.

That is why staying in touch, proving
that you care, and intensifying your customer
relationships with contact are called follow-up.

(c) 2005 Guerrilla Marketing Golden Rules e-zine

Steve Brewster
Business & Personal Coach
403.283.5706