Building Customer Loyalty through FollowUp

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• Building Customer Loyalty through Follow-Up
• Three Key Follow-Up Strategies to Increase Sales

BBC Audiobooks America August 2006
Cynthia
Boughan
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• What loyal customers Librarians must be.
• Airport Conversation
  (2006)

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• Over Three Hundred Thousand Audiobooks
• 300,000
• Shipping to Our Loyal Customers
• From August 2004 through August 2006
• What happens AFTER the SALE?

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Three Key Strategies for Increased Sales
Key Strategy 1 Stay Current
Key Strategy 2 Stay In Touch
Key Strategy 3 Stay Organized
All Three Strategies Relate to Building and
Sustaining Relationships-- AFTER THE SALE
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For each Key Strategy, I will describe

• What it means to me
• Why I consider it so important
• How I use it to increase sales

Followed by a Review of Sales Stats
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Three Key Follow-Up Strategies to Increase Sales
Key Strategy 1 Stay Current

• Budgets, Decision-Makers
• Needing Time to Decide
• Know Hot Buttons
• Know Frustrations
• What about the Competition?

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Compare Standing Order Customers to Non-Standing
Order Sales
MN 18 Growth WA 44 Growth IL 44 Growth IA
51 Growth
DRAFT SAMPLE still need to enter correct data
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Three Key Follow-Up Strategies to Increase Sales
Key Strategy 2 Stay In Touch

• BBC Notes, Thank You Cards
• Pre-Printed Standing Orders Letter
• Core Collection Title Lists
• Up-sell New Formats Sample MP3 or BBC Radio
  Collection
• Companion Order (Prepared Reminder)

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Compare Standing Order Customers to Non-Standing
Order Sales
MN 18 Growth WA 44 Growth IL 44 Growth IA
51 Growth
DRAFT SAMPLE still need to enter correct data
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Three Key Follow-Up Strategies to Increase Sales
Key Strategy 3 Stay Organized

• Access
• Outlook
• Yearly Appointment Calendar
• Sale Transaction Reports
• Sales by State Report

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Compare Standing Order Customers to Non-Standing
Order Sales
MN 18 Growth WA 44 Growth IL 44 Growth IA
51 Growth
DRAFT SAMPLE still need to enter correct data
12

• What loyal customers Librarians must be.
• Airport Conversation
  (2006)

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• It Really Depends on
• What happens AFTER the SALE
• Building Customer Loyalty through Follow-up

• Three Key Strategies for Increased Sales
• Staying Current
• Staying in Touch
• Staying Organized

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All Three Strategies Relate to Building and
Sustaining Relationships-- AFTER THE SALE