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in this issue
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Dear Reader,
In the usual quest for the quick buck and direct
marketing, the membership club was born. In the
beginning, easy and immediate money lured marketers
to use this tool in their offers with little or absolutely no
regard as to its effect on their customers.
After all, a direct response commercial winds up on
someone's television set or radio uninvited in the first
place! But through the persuasive powers of the
advertiser and striking the right "hot buttons" in the
viewer/listener a miracle takes place-IMPULSE BUYING!
The viewer/listener picks up the phone, sends in a
check, or goes on line and buys your product NOW!
Protect Your Greatest Treasure
If that isn't enough, the marketer then subjects his
new customer to a "read" at the end of the original
offer. The "read" is a free membership in a club that will
shower the customer with wonderful benefits and
products that they may or may not need. Wasn't it
enough that the marketer got the person to purchase
his product-uninvited? Now, the customers has more
offers and products heaped upon them.
The results of this added benefit to the marketer (more
money in his pocket) maybe harmful to his greatest
treasure-customer relations. One of the obvious and
current recommendations being given by the larger
telemarketing firms today is "companies should make
sure that the right offers are paired up with the right
customer, instead of just offering the caller a generic
club." I suppose it will take a club to knock sense into
marketers to follow this simple advice?
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Dangerous Pathways |
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These clubs have gotten into legal hot water and so
have the marketing companies that have promoted
them, especially in the area of poor customer relations.
There have been numerous customer complaints getting
the attention of state's attorney generals and the FTC.
Rules have been enacted and are being enforced which
could further reduce club membership, increase the
time it takes to make these sales, and increase
marketers costs in providing club offers to their
customers. In the near future, the costs of offering
clubs could very well outweigh the benefits of using
them.
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Grab Your Financial Destiny By The Horns |
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As a marketer, you could create your own club with
products and services that enhance why the customer
bought from you in the first place! Establish a clear,
beneficial, and easily understood procedure, so your
customer can receive valuable products and services
from you now and in the future. Create a way for your
customer to respond to you, to add more products or
cancel orders as your customer sees fit. But YOU
manage this process, YOU protect the interests of your
customers, protect their information and tell them you
are doing so.
Read Full Story »
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The Good News! |
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The phenomena of clubs and memberships have proven
there is acceptance for this service in the marketplace-
It use to represent up to 30% of all callers responding
to offers! Instead of grabbing a few coins and letting
someone else manage this business-create your line of
future products/services and build a treasure of happy
well-served customers. They will shower you with
thousands of coins month-after-month and year-after-
year.
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