Inspired by Patrick Whelan, TouchpointCG

With the busy season just over the horizon, many are wondering how they'll fare this year. In a competitive, mature market, any windfall last year is no guarantee of the same this year. Others are always eager to poach your clients with better prices, turnarounds, and range of services

Here are a few things to consider when pondering your spring sales targets...

• Sales force effectiveness increases by as much as 40% when supported by an effective marketing campaign.
• The most popular way to lose a customer is to lose touch with him or her. Industry-specific data indicates that 60% of customer loss is due to lack of communication.
• Every client and prospect should hear from your company at least once every 90 days. Successful marketers shorten this to every 30 days.
• On average, it now takes nine touch points of communication to build a sales relationship. Most salespeople give up after three.
• Dollar for dollar, investments in customer retention are five times more profitable than investments in customer acquisition.
• According to a 2004 email study, 54% of respondents said they would like email to replace telemarketing. Used properly, email is a highly effective communications tool.
• Direct mail as part of an ongoing customer relationship campaign can reinforce your brand values again and again. Mail builds brands!
• Readers find newsletters to be more credible than promotional materials. In addition to helping build relationships, they also promote your brand and set your company apart from the competition. Useful, educational, non-sales-focused content is key.
• Good communications, not pricing, is often the key determinant of a sale.

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