Part 3: How to Get the MOST Out of Your POS Software and Maximize Profits...
Using Your POS Software to Electrify Marketing & Boost Sales
- By Bob Twain
The single most powerful (and most overlooked) marketing
tool is the customer list stored in your POS software! For
example, you can creates TONS of additional sales and
literally boost your response rates by 1000 percent when
sending your existing customers promotions. Let me explain...
When someone makes a purchase, they prefer buying from
someone they trust and who has treated them fairly in the
past. If you were to rent a "cold list" (a list of people
who probably know nothing about your company, product,
service or offer) you may, with a well crafted sales letter
or promotion, get a 1 to 3 percent response on the offer.
However, if you send the VERY SAME LETTER to your past
customers, you will see a return that is much greater with
response rates as high as 25 percent!
When crafting your marketing campaigns, you should always
try to include the customer's name and personalize the
message. This technique has proven to dramatically increase
the effectiveness of mailing campaigns.
The problem is, mailing each of your customers individually
(typing their names and e-mail addresses over and over
again) would literally take hundreds of hours of tedious work...
Fortunately, many of the good point of sale systems resolve this
problem by allowing you to merge fields into your e-mail
messages, promotions or sales letters (i.e. first name, last
name, e-mail address, product purchased, date of purchase,
etc) so that when people receive your message, they assume
you know them!
For example, let's say you wrote a sales letter in Word that
looked something like this:
I am writing to thank you for your purchase of [product] on
[purdate]. I noticed that you live in [city], and I wanted to
let you know about a special offer that we're sharing with
all of our customers on the East Coast...
Now you can use your POS software and Word to merge all of the
personal information for each of your customers into the
appropriate spots... So Jane, for example, would receive a
letter that looks like this:
I am writing to thank you for your purchase of "Golf Swing
Pro" on April 3rd, 2004. I noticed that you live in New
York, and I wanted to let you know about a special offer
that we're sharing with all of our customers on the East
Sending personalized emails or letters to your past
customers can be a VERY powerful and profitable marketing
technique. Not only can you create instant sales revenue,
but it improves your company's name recognition as well...
As a rule of thumb, the experts say that you should stay in
touch with your past customer at least twice a year -- so
when they're ready to buy, they think of you first!
Now you might be thinking... how can I send my customers a
message 2 to 6 times a year without annoying them? Well,
you should mix in useful information, and promote your offer
in a non-intrusive way. In other words, write as if you're
looking out for your customer's best interests.
To get your creative juices flowing, here are a few great
ways to get more sales and improve customer loyalty. You
The possibilities are endless. The key is to personalize
your mailings, create an irresistible offer, and explain the
benefits of what you're selling. Then test and track the
results of each campaign. If you find a winner, keep
running it twice a year, or as long as it's effective.
- Automatically send thank-you letters after large
- Notify them about discount sales -- As a valued customer,
I wanted to tell you about a 10% discount sale we're having
for our past customers only!
- Send birthday cards.
- Send helpful articles or informational newsletters.
- Send emails that promote add on sales -- I noticed you
bought the XYZ widget. You might want to consider the XYZ
attachment which helps you do this and that.
- Send letters to regain lost clients -- I noticed you
haven't been back for over 9 months. Here's a no-strings-attached voucher for $20 to get you back to see us again.
- Promote your service by sending a letter that says -- Your XYZ
lawn mower was last serviced on 5/1/200 and we're having a
tune up special for only $49...
- Offer a 1 week sale to your top 200 customers. (Note: With good POS software, you can create a list of your top 200 customers in just a couple minutes.)
Don't overlook this powerful concept. If you're not
collecting your customer's names and emails in your point of sale
software (at the very least), you might want to start, right
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