Jewelry Showcase
Jewelry Showcase
10
11
O
ne
of the
Oldest
Marketing
Trick
S
Think about it.
The ‘Thank You’ Call:
W
hile reading a recent article in
Forbes Magazine about new digital
marketing trends, an interesting
thought struck me.
The author was writing about how
savvy marketing firms are pumping
big money into trendy hi-tech plat-
forms like social media and mobile
apps to help improve interaction
with customers - and how it’s an
absolute must for any company
looking to grow bigger. While he’s
obviously right about the
importance of embracing new
technology as a means for better
maketing, the article’s author clearly
missed a very important point
There is still one proven - yet
underused - marketin method
of connecting with customers
that even the most popular
Facebook or Twitter page can’t
replace: the power of a good ol’
fashioned telephone conversa-
tion. In this impersonal, tech-
nology-driven era, the best way
to stand out from the pack can
sometimes be to forgo modern
marketing techniques and stick
with conventional marketing
wisdom.
Every company can create colorful
QR codes for their customers to
snap and download in ten seconds
flat. But how many companies will
go out of their way to call a client
and carry on a meaningful con-
versation for ten minutes? It’s easy
for a sales rep to shoot out auto-
mated emails asking for customer
feedback. However, is that nearly
as impressive as the sales rep that
reaches out to a client in person and
asks if they received their order and
The ‘Out of the Blue’ Call:
Reach out to one existing client
every day by picking up the phone
and calling them. The point of this
conversation is not to generate a
new sale - it is only to let them know
that you value their business and are
appreciative of their loyalty.
The ‘Back to the Future’
Call:
Email is great. It’s quick, it’s easy,
and it lets us communicate at our
convenience. But it’s all too easy to
fall into the trap of relying on email
as the be-all and end-all of client
communications. Email lacks
tone of voice and other com-
munication cues, making it ripe
for misunderstanding. So when
you find an email conversation
devolving into a back and forth
head scratching game, instead of
pressing the reply button, press
the numbers on your telephone’s
keypad. Chances are you’ll go
from ‘huh?’ to ‘aha!’ in a New
York minute.
So keep in mind that interacting
with your clients doesn’t always
involve creating hi-tech cam-
paigns which revolve around
algorithms, analytics and other
unpronounceable words.
Sometimes, all it requires is a
simple telephone call!
are completely satisfied?
While it’s always important for us,
as business owners, to stay on top of
the latest modern marketing trends,
it is also incumbent upon us to stay
grounded by not losing focus on
maintaining genuine, personalized
relationships with our clientele.
Here are a few Practical Pointers
that can help you achieve those cru-
cial objectives and get the conversa-
tion started.
Many businesses get a large chunk
of new business from client
referrals. In fact, numerous studies
have found that referred clients - as
opposed to those who’ve responded
to an ad or found you randomly -
are both more loyal and more valu-
able. So it should be only natural to
thank the source of your valuable
new customers. Pick up the phone,
and make it a personal call. Let your
existing clients know that you’re
both flattered and grateful for the
business they’ve sent your way.
Arthur Klein is a luxury marketing consultant, with
over 30 years creating profitable programs for both
manufacturers.
Arthur can reached at 201-693-2364 or
By Arthur Klein
