Turning Gold to Platinum

I’ve never doubted for a minute that The Girl Scouts of America are master marketers. But it’s not just the fact that they have a legion of sweet faced girls going door-to-door with an impassioned, personal, emotional hot-button-pushing pitch that I’m talking about.

Actually, it’s a lyric in a popular Girl Scout campfire song that lets me know they’re tuned in to what makes a business thrive:

Make new friends, but keep the old,

one is silver and the other gold.
New customers are great and selling more to existing customers is a golden opportunity that can last a lifetime. That makes nurturing a relationship with existing customers a blue-chip investment that yields platinum-level returns.

Your 5 Goals When “Preaching to the Converted”

There are five basic marketing goals during what I have referred to as the re-enforcement stage of a sale. Most involve driving customers back to your Web site to take an action or learn more about the products or services you offer. They get information and savings.
Here’s what you get.
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You build strong emotional bonds with customers by thanking them for their patronage, expressing your appreciation for their purchase

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You find out more about the customer’s needs and possible ways you can satisfy them—including improving your firm’s performance
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You provide incentives to purchase additional products or services that complement the customer’s original purchase
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You plant the seed for future purchases and maintain the buyer’s enthusiasm by describing new products and services as they become available
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You provide customers with the tools they need to become your advocates and recommend your firm to their friends and coworker.

Thanks.
Nicholas Agaba