As a company that markets a
service our most important objective is to keep a customer happy AFTER the
sale. The word all sales companies use is RETENTION, Our particular service has
an expiration date, usually referred to as the “term of the agreement”. Our
Agreement actually expires within a few years and the customer has the option
of renewing the term of the agreement or moving on to another processor.
We are particularly proud of
our retention rate. This rate is produced by two of the most important factors
that all companies strive for: The cost of our service MUST be exceptionally
competitive and our customer service MUST be impeccable. This is accomplished
simply by treating each business as an individually owned business.
If you can accomplish this,
you can develop a LOYAL customer. Simple, isn’t it?
Then why do so many
marketing businesses fail? Or, for that matter, looking at our current
political situation, why is there such angst among voters? The answer is
simple. Voters are extremely interested in various aspects of life that affect
them and do not impact on the lives of other people. They are all diverse
individuals. Some people are devoted to one party or the other while others do
not care to hold with one group. Some want change, while others are fearful of
change and want to remain with the status quo.
There IS a certain comfort
with the status quo. There is a feeling of comfort when you get accustomed to by
doing things one way or by working with only one company (or one party).
But sometimes that company
fails you. They have changed the rates or their customer service (or their
candidate). Now you start looking to change, to go elsewhere to shop or to use
another service (or to elect someone new and different). But in doing so, you
have to rely on their promises that they will be cheaper, or better or their
service will be smoother.
Voters are now making
choices that we, in marketing, face every day. Sometimes we speak to a
campground owner and he or she is ready for a change. Their rates have risen, their
service has declined or their processor is nonresponsive. This owner is just
the kind of person we are seeking. We KNOW we can help him or her.
Then there is the campground
owner who seems to be satisfied with his or her processor. He feels his rates are OK, his service fine
and hasn’t had to call anyone involved in credit cards for some time. This
person is our challenge. This is what makes our business fun. We have to
convince this person, satisfied with the status quo, that we offer something
better. Usually it comes down to savings, but there are other factors such as
communication.
The true marketing person
enters this conversation (if there is one) feeling like a bullfighter with
mustard on his sword. He is full of confidence about how he can help this
prospective customer. His experience with the industry, his knowledge of his
customers and the pride in his company are his “weapons of mass construction”.
He wants to help - to save the customers money, to offer superior service, to
establish the long-lasting relationship.
He has rules. He won’t lie.
He will treat each business as an individual business although they are members
of an industry and most importantly, he will not lose focus on the BIG goal, to
establish a lasting relationship – one that inspires a new mutual loyalty.
Let the business begin!
(Art Lieberman is President of MCPS for
Campgrounds, MCPS is a credit card processor sponsored by Woodforest Bank
NA. Art has been in the industry for
over 18 years and has been conducting free webinars online and seminars on
credit cards in many State and Regional Association Conventions. He can be contacted at 877-858-9010 or at
rvcreditcards@yahoo.com.)
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