Customer Loyalty Website
 Success Story

Changing to a Customer Loyalty Website

The best way to show how a Customer Loyalty Website generates more sales is to walk you through a success story.  Follow along with Mona Anderson's success story.

Mona is a good interior decorator with a nice website.  (www.monadesigns.com). She has tons of before and after decorating pictures on her site.  She offers a free project planner.  She does all the right things with her website.  Her problem was, “How can I get my website to generate more business?” 

My advice to Mona’s, “Stop chasing internet strangers.  Turn your website into a Customer Loyalty center for your existing customers—people who know you, like you and trust you.  If you provide what they want on a website, they will return over and over again and tell their friends about your site.  You can use the power of the internet to quickly, easily and efficiently build and maintain relationships with the most important asset in your business—your existing customers.”

How to do build a Customer Loyalty Website?

I told Mona, "The key to a successful Customer Loyalty Website is to determine what your existing customers want on a website".  What interests them?  What gets their juices flowing?  Do they want tips, information, new products, do it yourself ideas?  Are they looking for links to other businesses, questions they want answered, special deals?  Give customers what they want, in the way they want it and they become loyal fans of your business.

Once you generated your list of customer wants, pick a list of the top ten.  If you are unsure, call 10 of your best customers and ask them.  Pick out the top three components as the starting point for transforming your website.   More components can be added each month.

Second, change your website to accommodate these customer components.  Hopefully, you have enough control over your existing website to make changes.  It is easy to create a separate page for each component.  For example, a page of tips, a FAQ page.

Third, you will need to get email addresses from your existing customers.  You can use a number of incentive strategies to do this.  The names would then be added to your website data base.  You don’t need all of the addresses before you start.

Fourth, on a weekly or bi-weekly basis, you send a short email to your customers. The email has a attention grabbing subject line to attract the attention of your customers.  (Since they already know you, they are more likely to open the email.) You put a hyperlink within the email, when clicked on, it takes the customer directly to the appropriate page on your website.  One week it could be an interesting article; the next week a success story; tips on how to use your decorating ideas, a new product you want to sell, etc.  Each time the email and hyperlink is directed to the appropriate web page. 

Fifth, you need a maintenance plan for your Customer Loyalty Website.  Once or twice a month, new materials, articles, ideas, product pictures, special offers, customer feedback, etc are added to the appropriate web pages.  This involves a few hours of work.

Conclusion

Now you have a business system in place that takes very little of your time.   Because it is work being done “behind the scenes”, others can do the work for you.  You are in constant contact with people who know you, like you and trust you.  You build and foster your relationship with them.   With very little time, very little expense, you keep in front of your best customers for more sales and referrals.   Now, your website will get generate more sales.

Click here for my offer:   Customer Loyalty Website Packages

Other Success Stories

A local hospital gift shop was looking to increase sales from their existing customer base.  We reviewed the situation and found that on a monthly basis, the shop was receiving about 50 phone calls from people requesting flowers be sent to patients in the hospital.  The caller might be like you or I who found it difficult to actually drive to the hospital to make a visit.

The standard practice had been to tell the caller the shop could furnish a $15.00 flower arrangement and for $3.00 deliver the flowers to the patient’s room.    The caller would give their credit card and the sale would be completed.

We saw this as an opportunity to increase sales.   The gift shop staff met with the hospital staff to identify a variety of gifts appropriate to the different types of patients.  A loose leaf three ring binder was created with the costs and variety of gifts available from the gift shop. 

Now, instead of just flowers, the shop offers a variety of gifts to the caller.  The callers love the choices; the patients enjoy the variety of gifts; and the gift shop has raised it average sales revenue from $20.00 per phone order to over $40.00 per phone order.  This marketing change has generated an additional $10, 000 in annual revenues.

"Over a four week period, we worked with Al to help discover more and different ways to make profits for the hospital gift shop. Using his Successful Marketing Tools materials, we completed a five step process that began to produce immediate results for our gift shop.  I would readily recommend his program to other small business owners."  Kate Bisser, Hospital Gift Shop< St. Paul, Minnesota

Adapting the Company’s Marketing Strategies

Robb owns a wood floor installation company.  He advertised at the local home remodeling store and in the yellow pages.  The flooring industry is dominated by price.  Robb wanted to move away from selling by price. 

Robb used Successful Marketing Tools to change his marketing image.  He emphasized his no hassle installations and got testimonials to support his new image.   He dropped the advertising that was not producing.   We created a customer referral program for his loyal customers.  

Robb’s store image is completely different from the various other installation firms.  He now markets a different image of his business. 

        “Al's materials are wonderful.  I have been working with them for the past month or so.  The time spent has been critical to the success of my business.  His expertise in marketing saved me time, money and hassles, while doubling my business.  I used to be booked one week in advance.  Now my schedule is booked two months out.  Thank you Al!   Robb Olson, Image Floors, Lakeville, Minnesota

Moving Away From Price Selling

Jamie owns his own insurance agency.  The strength of his business has been the cheaper insurance premiums Jamie gets for his customers.   But Jamie also realized that selling on price alone, was a dangerous business.  There is always someone who will sell cheaper premiums.   So while Jamie was getting new customers in the front door, customers were being swayed out the back door by cheaper competitor’s premiums.  

Jamie used Successful Marketing Tool materials to completed a process that changed his marketing focus from cheap prices to the security benefits he could offer his customers.   He dropped expensive advertising that did not address his target population.   He refashioned his website to reflect his new marketing approach.  He fashioned a new way of marketing his business so that he is losing less people out the back end of his business while at the same time he is gaining more customers at the front end.   This formula is making Jamie’s business more successful for the future.

      "I started working with Al on his Successful Marketing Tools.  I immediately found some new and different ways of looking at my business.  It got me really excited about trying the new methods.  It made my business fun again!  I think everyone should use his program.”   Jamie Williams, Insurance Agent, Minneapolis, Minnesota.

Overcoming Your Pricing Fears

Vicky's problem was offering a great massage service at a below market prices.  She was afraid to raise her prices.   She didn't want to lose clients.   She want to be nice to her clients.  She really felt her clients could not afford to pay higher prices for her massage services.  But she needed to do something, because she wanted to spend more time with her young children.  She knew that working more hours was not the answer.  Vicki used the Successful Marketing Tool on pricing--the fastest way to new profits.  This gave her enough information on how to overcome her fears and discover easy ways to package her price increases.. 

"Thanks for all your help, encouragement and words of wisdom.  I have raised my prices.  I now estimate that in the next year, I will make an additional $12,000 in revenues.  Just as importantly, I will get to spend more time with my children and family while achieving a better income.  Thanks to your materials, I am flying high again."   Vick Hartley, Massage Therapy for All, Apply Valley Minnesota..

Can Successful Marketing Tools help you?  I am not sure if this program can produce the additional sales other businesses have experienced.  You need to be the judge for your business.   A phone conversation can help clarify your needs and questions.  There is only one way to find out, give me a call or email me.  I can be reached during normal business hours at 651-485-3340 or email me at al@hanzal.com.  .Click here to learn more about Customer Loyalty Websites and Hanzal Enterprises, Inc..