BRIANWOOLF.COM
 
  Welcome     Marketing & Loyalty     Speaking & Connecting     Brian's View     Books by Brian     Marketing Studies     Contact Us  
 
 

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)
 

Marketers falling behind at customer retention

Many businesses are failing to exploit the full range of options available to increase both customer acquisition and customer retention, according to a survey from ancillary revenue experts Collinson Latitude.

Although most marketing respondents described "gaining and keeping customers" as a very high priority for their companies at present, 33% admitted not offering any enhancements or add-ons to help market their core product or service.

The survey found that 61% of marketers whose companies offer enhancements to their core service believe that doing so differentiates them from the competition - either "very much" (33%) or "somewhat" (28%).

"It's remarkable that so many companies continue to overlook the many products and services available to help win, and keep, customers," said Collinson Latitude director, Janet Titterton. "From loyalty reward programmes and subscription-based membership programmes through to online auctions and prize draws, the range of customer engagement strategies is wide and varied in almost every sector."

The company suggests that, because it takes a lot of time and money to win back lost customers, adding enhancements to the core product or service can create value at relatively little extra cost, thereby maintaining the loyalty of existing customers.

So why are so many companies overlooking the opportunity to simultaneously increase ancillary revenues and customer satisfaction? More than one third of respondents (36%) cited costs or resource availability as the main barrier to selling add-ons, despite the fact that value-adding enhancements can usually be designed and deployed by third party providers at comparatively little cost.

"It was amazing to see how many of the respondents (29%) have never considered offering membership benefit packages to loyal customers. There is clearly a great deal of untapped potential for companies to be introducing innovative and exciting products and programmes that really engage customers on a consistent basis," concluded Titterton.


Sources: Collinson Latitude /
The Marketing Factbook.
Copyright © 2011 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark