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Every business is aware of the need to obtain new business. Yet a growing number of companies are also realising the importance of keeping the business they have already gained.

Loyalty Programmes, Reward Schemes and Customer Relationship Management are all common examples of the increasing importance of forging closer relationships with your existing customers to help ensure they stay with you well into the future.

There are sound commercial reasons behind this shift in emphasis. One only has to consider the expense incurred in gaining all your current customers, or the cost of gaining new customers to replace them, to realise the importance of getting the best possible return on the investment you have made in building your customer base.

This guide shows how you can identify your key customers and target your efforts towards keeping them through a range of promotional ideas.

Who are your key customers?
Pareto’s Principle states that an incredible 80% of your business will come from just 20% of your customers. These figures may sound extreme, but carry out the exercise for yourself and you may be surprised by the results. Some of the names in your top 20% may also be unexpected but these customers are the key to your business and should be a main focus of your Customer Loyalty programme.

Another key area of your customer base which may be overlooked is your customer retention rate. Whilst you may be successfully gaining new customers, how many are you losing without realising it? Slowing customer defections from a negative to a positive state is why loyalty and reward schemes were first launched in the highly competitive supermarket sector.

Take a look at a list of your active customers this year and compare it to previous years. Who is missing and why? Some customers will always be lost through natural wastage, but others may leave because they are dissatisfied with your business. Finding out why can help you identify other potentially high risk customers.

As well as the top 20% and high risk customers, don’t forget about all the others. How much effort do you put into gaining more business from each existing customer?

What can you do to keep them?
Developing a simple Customer Loyalty programme may not be as complex or as costly as you might think. Much of the programme can be based on simply refocusing your attention and efforts onto your top 20% or high risk customers.

Here are some simple ideas for activities which you can undertake to help forge closer relationships with your customers.

Set Customer Targets
Look at each of your existing customers and set them an individual sales target. For the top 20% of customers, if you can achieve a small increase it will have a far greater impact on your business. For high risk customers, your target may simply be to keep them whilst the majority of other customers may have larger increases. Then consider how you will achieve these increases in business – are you going to sell more of your existing products/services, increase prices whilst maintaining volume or perhaps introduce new products/services.

Organise Internally
Allocate key customers to different members of staff, so that someone is responsible for providing a great service to each. If you don’t have many staff, at the least put a list of your top 20% on the wall so you are reminded everyday of their importance to your business.

Establish a Loyalty or Reward Scheme
To make your top customers feel special, set up a special VIP customer loyalty club. Customers included in the scheme could be offered priority service, special discounts, offers, exclusive product lines and many other benefits. Membership could be based on achieving a minimum level of business, to give smaller customers a target to aim towards.

Give out branded gifts
Make sure all your most important customers get something from you at least once year in the form of a branded corporate gift. This could be anything from a branded pen, to a mouse mat, desk set or briefcase, depending on the budget you can set aside for each customer. A small thank you can go a long way and provide a permanent reminder of your name.

Maintain a high profile
Keep promoting your name out in the wider marketplace through high profile advertising and PR, to help reassure your existing customers that they are dealing with the best. If you sell your products or services through a reseller, you could also consider promoting to their market as part of a ‘push/pull’ strategy designed to stimulate demand from your customers’ customers, or ‘pull’ products through the supply chain rather than you having to ‘push’ them onto your resellers.

Get face to face
One of the best ways to build better relationships with your customers is to meet them face to face. If your premises could be of interest to your customers, in a manufacturing business for example, then why not hold a customer open day? This would give an opportunity to explain more about your company to a captive audience, launch new products and gain valuable feedback from your customers.

Stay in contact
One of the most important things you can do is to stay in regular contact with all your customers. Regular communication shows that you care about their business and provides a valuable opportunity to get your message across. You could communicate using a regular customer newsletter or magazine, direct mail, or emails linked to new content on your website.

About the author:
Written by Steve Sellwood of Selectabase, providers of a range of low cost services designed to help you enhance your existing customer database including Easycheck free software to help you clean, update and even dedupe customer lists from your PC desktop, which can be downloaded from http://www.selectabase.co.uk/i-have-a-list/easycheck/. Selectabase also provide quality new mailing lists for direct marketing customer acquisition campaigns aimed at business or consumer markets. Find out more at http://www.selectabase.co.uk.

Article Source: http://www.Free-Articles-Zone.com

Every company today has a website. But is your website compelling? Does it reach out to your potential customer base and convert traffic into sales?

Well, It Should . . .On average, you have roughly seven seconds to get your message across before the end user abandons your website for one of your competitors’ sites. We have created simple guidelines for what should—and, more important, should not—be featured on your homepage, so that you can convert regular traffic into revenue.

1) Create a Powerful Homepage Message

Your homepage message should be a targeted, benefit-oriented statement that outlines what you can do for the potential customer. In order to properly draft an intriguing homepage message, you will need to identify the inherent benefit to your potential customer base. No one wants to hear that you are “the best”; customers want to hear why your product/service is different and what it means to them. Put more simply, customers are asking, “What can you do for me?” Answer them.

2) Focus on Clarity

These days, with so many people searching online for products and services, your homepage should clearly identify who you are, what you offer, your core competitive benefits, and your supporting text—all in a clean and easy-to-navigate user interface. Use graphics and pictures to help illustrate what service or product you provide, and how these benefit the customer. However, the homepage should be a “no-fluff” zone. A good rule of thumb for the homepage is “less is more.” Make it easy for the user to understand what you do. Too much verbiage, images, and graphics will only confuse the user. White space, good. Clutter, bad!

3) Make Effective Use of “Secondary Messaging”

After you have presented your homepage message, you will need to incorporate “secondary messaging” on the homepage. This includes any additional messages that will be used to help clarify and drive home the points made in the primary message. Secondary messaging should also incite the user to take certain steps—that is, it should be a call to action. These calls to action could direct the user to e-mail the company for additional information, phone the sales rep, download a white paper, read a recent success story, etc. The secondary message will change from company to company (isn’t this stating the obvious?). A good marketer will know how to choose a penetrating secondary message.

4) Integrate Imagery and/or “Flash” to Emphasize Your Core Message

Imagery and flash animation are important parts of your homepage. To help illustrate your company’s core competitive benefits, both strategies help customers visualize how you can meet their needs and requirements. Most people are visually oriented, so your imagery/flash will quickly convey and emphasize your message. Be consistent with what you are telling your potential prospects. Align your messaging with your visual strategies. Images and flash are also great ways to eliminate clutter; by adding a visual component to your website, you are alleviating the need for additional reference text.

5) Drive Toward a Specific Call to Action

You have already heard a little bit about calls to action, but it is such an important strategy that we have also dedicated a specific section to it. Failure to convert online potential customers into sales leads is mostly attributable to homepages that lack primary and secondary calls to action on homepage. A call to action can be as simple as a link that states, “Contact us for more information” or “Tell us more about your needs and we will schedule a conference call.” Statistics have proven that if you can guide web users along your sales process, you will convert more of them into customers.

6) Know Your Audience, and Know the Audience Within Your Audience

OK, so maybe you don’t know who Carl Jung is, but chances are, you either have taken or soon will take a Myers-Briggs personality test. Most people can clearly state whether they are an introvert or an extrovert; your website should cater to these and other personality types. Develop your website not only for an audience that requires what you can provide, but also for disparate personalities within that audience. Some people prefer to pick up the phone to find out more information about your products or services. Some may prefer to e-mail you instead. Others may want to schedule a meeting. Your website should cater to as many of these personality types as possible, or else you will lose conversions. Make it easy for the web user to contact you . . . using whatever method they choose.

7) Make Your Homepage Easy to Navigate

You must lay out your website with easy-to-navigate options and buttons. If you are a service-based company, then put an “XYZ . . . Services” tab on the top navigation bar. If you sell more than one service, then enable a pull-down menu showing options for your customers. Allow them to select the page that they want to research—without having to click first to find out more (a big no-no!). Another strategy is to use sidebars to help users navigate as they read your content. You will also need to ensure that your
homepage uses an interlinking strategy, so that if web users hit the wrong button, they can easily get back on track and find the information they seek.

The Bottom Line: Make it easy for a prospect to find out more about your products and/or services. Create a homepage that takes the guesswork out of it by guiding web users through the process, from understanding the message to taking action. Statistics have shown that the more clicks it takes for potential customers to find what they seek, the higher the rate at which they will abandon the website.

These guidelines will not only create a more satisfactory website experience for the end user, but will also convert some of that scrolling web traffic into genuine sales leads. And as we all know, the more sales leads, the more $$$. Give your website the much-needed attention it deserves through a best web site design. Your website should be your company’s most effective strategic marketing tool.

For more information, please contact sales@imageworksstudio.com.

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Scott C. Margenau is president of ImageWorks Studio, an award-winning marketing, branding and advertisng firm specializing in online and off-line media. Visit http://www.imageworksstudio.com/ for more info.

Source: http://www.articleavenue.com

Stress seems to have become a constant factor in today’s fast-paced society. If left unchecked, it can wreak havoc upon our health. Learning how to effectively manage stress can mean the difference between being robust and full of life, or becoming susceptible to illness and disease. Stress can weaken the immune system and accelerate the aging process. The ability to relax and rejuvenate promotes wellness, vitality and longevity.

A healthy immune system regulates our body’s healing process and protects it against infections and diseases. When stress compromises our immune function, it can result in colds, flu, fatigue, cardiovascular disorders and premature aging. Stress increases heart rate, blood pressure, glucose levels, adrenaline, cortisol, free radicals and oxidative damage. This initiates the “fight or flight” response, places undue strain upon the heart, and can also increase the feelings of anxiety and depression.

Protecting the immune system is a vital part of living longer, feeling younger and being healthy. Here are ten natural healthy ways to reduce stress, boost your immune system and slow down the hands of time.

1. Walking and Physical Activity (dancing, gardening, cycling, swimming, weight-lifting, etc.). Regular exercise and physical activity strengthens your immune system, cardiovascular system, heart, muscles and bones. It also stimulates the release of endorphins, improves mental functioning, concentration/attention and cognitive performance, and lowers cholesterol, blood pressure, cortisol and other stress hormones. Three 10-minute workout sessions during the day are just as effective as one 30-minute workout, and a lot easier to fit into a busy schedule.

2. Yoga and Stretching. The slow movements and controlled postures of yoga improves muscle strength, flexibility, range of motion, balance, breathing, blood circulation and promotes mental focus, clarity and calmness. Stretching also reduces mental and physical stress, tension and anxiety, promotes good sleep, lowers blood pressure and slows down your heart rate.

3. Hand Hygiene. The most effective measure in preventing the spread of microorganisms that cause infections is good hand hygiene. Washing your hands with soap and water as soon as you come home, and always before you eat, greatly reduces your exposure to bacterial and viral infections. In case you cannot wash with soap and water when you are away from home, carry some alcohol-based hand wipes with you to control microbial exposure and transmission.

4. Laughter and Humor. There is truth to the saying that laughter is the best medicine. Laughing reduces stress hormones like adrenaline (epinephrine) and cortisol. It also benefits your immune system by increasing the number and activity of Natural Killer T-cells. These cells act as the first line of defense against viral attacks and damaged cells. Find the humor in things and engage in activities that make you laugh to increase your immune function and disease resistance.

5. High Nutrient Diet. Eat foods rich in antioxidants (like vitamins A, C, E and lycopene), omega-3 fatty acids, and folate. Antioxidants fight and neutralize free radicals, which are molecules that damage cells and cause heart disease, cancer and premature aging. Omega-3 fatty acids (a polyunsaturated fat) have anti-inflammatory, cardiovascular-enhancing and immune-regulating properties. It is helpful in preventing and controlling high cholesterol, hypertension, heart disease, stroke, cancer, diabetes, depression, inflammatory and auto-immune disorders. Folate prevents age-related cognitive decline, damage to blood vessels and brain cells by lowering homocysteine levels. It also ensures DNA integrity (important as we age and when pregnant) and promotes healthy red blood cells. Excellent food sources for these nutrients are as follows.

• Antioxidants - pumpkin, sweet potatoes, carrots, kale, grapefruit (red and pink), blueberries, strawberries, watermelon, cantaloupe, oranges, peppers (red and green), tomatoes, broccoli, sunflower seeds, almonds and olive oil.

• Omega-3 Fatty Acids - ground flax seeds, walnuts, salmon, soybeans and pumpkin seeds.

• Folate - dark green leafy vegetables (turnip greens, mustard greens, spinach, romaine lettuce, collard greens, etc.), beans, legumes, asparagus, Brussels sprouts, beets and okra.

6. Music. Listening to your favorite music is a great method of reducing stress and relieving anxiety. Your individual preference in music determines which types of soothing sounds will best reduce your tension, blood pressure, and promote feelings of tranquility. Pay attention to how you feel when you hear a particular song or genre of music, and keep listening to the ones that produce a relaxing effect.

7. Sleep. Getting enough sound sleep has a profound impact on your stress levels, immune function and disease resistance. A chronic lack of sleep can leave you feeling sluggish, irritable, forgetful, accident-prone, and have difficulty concentrating or coping with life’s daily aggravations. Long-term sleep loss can also result in heart disease, stroke, hypertension, depression, and anxiety. Sleep time is when your body and immune system do most of its repairs and rejuvenation. Strive to get 7-8 hours of sleep each night. Remember rest and relaxation go hand in hand.

8. Positive Thinking. Optimism can counteract the negative impact stress, tension and anxiety has on your immune system and well-being. Often it is how you perceive things that determine if you get overwhelmed, both mentally and physically. Having a positive attitude, finding the good in what life throws your way and looking at the bright side of things enhances your ability to effectively manage stress.

9. Tea. Regularly drinking tea throughout the day can help strengthen your immune system and your body’s ability to fight off germs and infections. Both green and black teas contain a beneficial amino acid called L-theanine, which can increase the infection fighting capacity of gamma delta T cells. L-theanine also promotes a sense of relaxation, calmness and well-being by influencing the release and concentration of neurotransmitters (like dopamine, serotonin and GABA) in the brain.

10. Hydrotherapy. Relaxing in a hot bath relieves sore muscles and joints, reduces stress and tension, and promotes a good night’s sleep. Add some soothing music, soft lighting and naturally scented bath salts or bubble bath/bath foam to create an inexpensive and convenient spa experience in the privacy of your own home.

To get you started, try Monique N. Gilbert’s delicious and nutritious recipe. It’s high in antioxidants, fiber and Omega-3 fatty acids.

Banana Strawberry Power Smoothie

1 frozen ripe banana
1 cup strawberries (fresh or frozen)
1/2 cup orange juice
1/2 cup soymilk
2 tablespoons canned pumpkin
1 tablespoon ground flax seeds
1 tablespoon honey

Blend in a food processor or blender for 1-2 minutes, until smooth and creamy.
Makes about 2-3/4 cups (2 servings)

Copyright © Monique N. Gilbert. All rights reserved.

Monique N. Gilbert, B.Sc., is a Health, Nutrition, Weight-Loss & Lifestyle Coach; Certified Personal Trainer/Fitness Counselor; Recipe Developer; Freelance Writer and Author of Virtues of Soy: A Practical Health Guide and Cookbook. She has offered guidance in natural health, nutrition, fitness, weight-loss and stress management since 1989. You can contact Monique at http://www.MoniqueNGilbert.com

Author Bio. . .

Monique N. Gilbert, B.Sc. has received international recognition for helping people get healthy, manage stress, lose weight and keep it off. Through her coaching program and writings, Monique motivates and teaches how to improve your well-being, vitality and longevity with balanced nutrition, physical activity and healthy living. For more information, visit her website - http://www.MoniqueNGilbert.com

Source: http://www.articleavenue.com