More Customers…More Leads
Customers are the lifeblood of any business. By finding ways to differentiate
your firm from competitors you can continue to receive more referrals
and increase your visibility all while expanding your customer base.
Find a way to differentiate
What sets your firm apart from the rest? The answer to this question
is essential when striving to expand your current customer base. Perhaps
it is the services you offer, customer satisfaction or the facility.
The best way to set your firm apart from your competition is to identify
the unique benefits you provide families and make them the central
focus of your message.
One of the most effective ways to identify your unique benefits
is to ask your customers. You can do this by developing and administering
a short customer satisfaction survey after your at-need service
and following the sale of a preneed policy. This will allow your
firm to see how it is perceived in the marketplace versus how you
and your staff think it is perceived.
Receive more referrals
By building, nurturing and developing your relationships with previous
families, you will receive more referrals and in turn, build your
at-need and preneed customer base.
Word of mouth can be a powerful and effective tool for firms. Make
sure you look at every customer as a possible referral source. When
people have a negative experience with a product or service they
will more than likely tell family and friends, whereas a positive
experience may or may not be shared. Be aware that each customer
you speak with may be providing others with insight about your firm.
Increase your visibility
You may want to consider how you are reaching your current customer
and prospect base. If your goal is to expand your current customer
base, you may need to evaluate increasing your advertising or other
marketing tactics in order to reach more families. Also, research
your target audience to discover minor details that may spark an
idea for a new approach. For example, coordinate a special event,
such as a holiday dinner, for customers. This will create visibility
for your firm and communicate your compassion for your customers.
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