Follow up failure could be the number one problem many businesses face because it’s the root of sales success. Without sales, you don’t have a business, you have a hobby or a dream that does not monetize.
The local franchise of American Pizza Company learned a hard lesson; I call this follow up failure, one and done.
In less than 9 months the local American Pizza Company went in and out of business in Westminster, Colorado. Sad part is, I could have helped keep them in business had they just followed up with me. Let me explain.
I live 7 blocks from their failed store. As the crow flies, I am only a few hundred yards away but open space parks separate my neighborhood from the small retail plaza they used to occupy. Seven short blocks away and they could not even find me, a potential great customer. I am a great customer for a pizza store because I have 5 children ages 6-14 and pizza is a staple in our home. Ask my two boys what they want to eat, 24/7 and pizza will be one of the top 3 choices.
In the nine months the American Pizza Company was in business, I heard from them once, a mailed flyer menu. I bought from them once, mostly out of curiosity, yet drove PAST their store to go another mile to purchase pizza no less than 18 times and purchased no less than 54 pizzas. Now I am not going to say my 54 plus pizzas would have kept the American Pizza Company in business but I would have been a good repeat customer.
The Pizza chain that did get most of our pizza business in that same nine months was Papa Murphys’ Take & Bake Pizza. Let’s contrast the difference between the two stores Attention Connection with me the customer.
1. Papa Murphy’s sends me a coupon every week in the newspaper. Easy to stay top of mind when there is a coupon inviting me to save money each week. American Pizza sent me one communication, a menu flyer.
2. Papa Murphy sends me a email coupon once a week. They have my email and communicate with me once a week. American Pizza, no email, only one flyer in nine months
3. Papa Murphy’s has a loyalty program, after 12 pizzas, I get a free one. American Pizza – no loyalty program.
4. Papa Murphy sends me home with a coupon each week with each pizza. When I buy three pizzas, I get three coupons. American Pizza… no coupon. I think you are starting to see the trend here.
The crazy thing about this situation is I drove PAST the American Pizza location to get to Papa Murphy’s location. ( I actually drive past 3 other pizza chains, all who are thriving because they do a reasonable job of marketing their product.)
The lesson here is about follow up. One franchise chooses to stay in touch with me more than 50 times a year and they get my business when their closer competitor ignored me and chose not to be connected. One is in business, one shuttered their door in just nine months.
To maintain customers for life, you must implement systems to attain and maintain connection with clients. My firm use tools like Infusionsoft to help organizations stay in touch, stay connected. If you are not connected to your clients, connect with us and we can help.
Want 30% response rates for a marketing piece? Forget paper coupons, ask me about text coupons!
To get attention, you must pay attention. Attention Connection. Be connected, follow up and thrive.
