Client Relationships CRM
White Paper Description

In today’s tough economic climate companies need their sales teams operating at peak performance. To compete head to head for a reduced demand usually results in prices dropping below costs.

Unfortunately strong customer relationship management (CRM) has never been part of a traditional business marketing plan in the wood working industry. While many shops boast of their repeat and referral business from past clients in most cases the sales volume from referrals barely scrapes the tip of the marketing potential iceberg that is the.

One happy customer can potentially influence 100's of friends and acquaintances. So an occasional referral from each one can produce a steady stream of referral clients. Custom shops have the biggest advantage here but even if your product line is budget oriented if you have happy customers they will refer you with encouragement.

Business Quiz: Two clients walk in for a quote on nearly identical kitchens. One client walks in off the street having just spotted your ad in the phonebook or seen your sign. The other client is a personal referral from a happy past client and their introduction is something like: "Bob and Mary said you built their kitchen and they are extremely happy with the quality. They said we just had to come see you about our new kitchen plans."

Now here is the question: on a $20,000 kitchen client number two will pay HOW MUCH MORE to purchase cabinets from you than the walk-in client?

The answer: About 15% more money!!

Many readers are thinking to keep the price at $20,000 to be more competitive. But the point is, while client number one will compare you directly with the other 2 competitive bids and likely take the best price client number two has a PERSONAL GUARANTEE of service and quality from Bob and Mary. 

A personal guarantee is worth serious money - I say a healthy 15%. Why? Remember you no longer have to compete directly with the other shops because none of them have and Bob and Mary's guarantee.

Now, if I were you I would actually call Bob and Mary, thank them for their referral and assure them you will give the save good service to their referral as you gave to them. But don't stop there - ASK THEM FOR ANOTHER REFERRAL! Don't miss this opportunity.

You could even bring it to the personal level and say: "Bob, times are a little skinny out there so we can compensate with some extra love and care into each cabinet project and if you can think of anyone that is thinking of a new entertainment center, kitchen or bathroom renovation we would really appreciate you giving out our name...Oh, and by the way, we are doing a special 'street of dreams' feature on our kitchens this May 23rd - you guys should come and bring a few friends. You will see some great new ideas for bathrooms and entertainment centers.

So if you learn some of these client relationship management techniques you will cushion your company from seasonal slow downs.

Improve the sales in quiet times that can help your company survive and even succeed in spite of tough markets.