How to Coupon – Creating a Special Offer for Your Clients – #20 of the 101 Marketing Ideas
Transcription of the How to Coupon – Creating a Special Offer for Your Clients Video:
KERSTEN KLOSS: Hi. Welcome back to BizDev Weekly, the business development show. I’m Kersten Kloss here with marketing expert Chris Hamilton in studio. Thanks for joining us, Chris.
CHRIS HAMILTON: Thanks for having me, Kersten.
KERSTEN KLOSS: And, Chris, I see you’ve got a present for me.
CHRIS HAMILTON: I do.
KERSTEN KLOSS: Well, tell me what this is all about, as I don’t get too many gifts.
CHRIS HAMILTON: Well, Kersten, the topic is special offers for your clients, and there is a twofold approach here. So many people spend so much money trying to get new clients, but they never think about their existing client base or people they’ve done business with in the past. The other side to this is that you might be able to provide special offers from one client to another. It’s a type of sell-through.
Now, I’m not saying don’t go after new clients. You do have to go after new clients. I think what happens is once a new client is onboard, you should also have special offers for them. So many times people put the special offer up to try and entice new people. That’s really a slap in the face of your existing clients. You should be offering special offers only for existingclients—offers that people who are not working with you cannot access.
It’s the concept of the red, velvet rope. Someone will think, I’d love to get on that side of the red, velvet rope because it’s a great place to be, and this guy really cares about me. I think it’s a great way to drive potential new sales, but to also leverage the relationships with your existing clients. And remember. It’s approximately six times less expensive to maintain a current client than find a new client.
KERSTEN KLOSS: What is an example of something you’d be giving these people?
CHRIS HAMILTON: It depends on your business. If you’re in the consulting business, you might give them an hour of your time. New clients would not get that. It could be some value-added stuff—something you might add on top of what a customer has recently purchased.
I’ll give you a perfect example. I just bought an Audi, and my salesperson gave me rubberized floor mats for free. It’s important for drivers in Calgary because we get snow up here. He didn’t have to do that. He did it because I’m a repeat customer. That’s a good example of how this comes into play.
The other side to this, Kersten is that as a salesperson, you probably work with many different companies that sell some great products. You could do a type of referral marketing by asking your vendors if they have some special offers that you can take to your clients, customers or prospects to help promote them. It’s a win-win situation, and I rarely see it.
Think of it this way. If you’re giving something to a prospect or current client that they didn’t have access to before, they’re going to love you for that. Think about your current clients, but also think about getting business for the people who provide services to you, as well. That’s a special offer for your clients right there, Kersten.
KERSTEN KLOSS: Well, it’s a great idea. It’s one of those tidbits that most companies just don’t do. It doesn’t take a lot of effort—it just takes initiative. I suggest you try it out. See how it works with your client base. See if it solidifies and strengthens the bond between you and your clients.
CHRIS HAMILTON: One last point I want to make is about something you can do immediately. If you have a website, put a page up with the title, “Our Partners” with links through to their websites. That’s the quickest way to do a special offer.
KERSTEN KLOSS: So referrals as gifts—essentially opening up your network to your clients. Great idea, Chris. Thanks very much for sharing that.
CHRIS HAMILTON: Thanks, Kersten.
KERSTEN KLOSS: If you need more help, or if you’re looking for assistance in implementing any of these initiatives for business development, check out our website at NewLucid.com. You can check out past shows teaching different tips and tricks on there. Thanks everyone for joining. See you next time.
Contact me at Chris@SalesTipADay.com or at 1-877-782-2864 (in North America) to see how I can help you with:
- Your marketing needs
- Increasing your sales
- Innovative ways to get your story heard
Keywords: How to Coupon – Creating a Special Offer for Your Clients
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