Local ShoppingImpact 8: The Any Business Can Do It Stealth Marketing Tool that...

Impact 8: The Any Business Can Do It Stealth Marketing Tool that Keeps Customers Close Now and Every Day of the Year


 

You may have heard us talk about Impact 8, the customer connection program we share in just about every one of our presentations because it works. During the COVID-19 pandemic it’s a great way to stay in touch with customers who may be hesitant to visit your store.

A typical day of email for us is 700 messages; 80 percent is junk that gets deleted immediately and 20 percent actual mail. Snail mail isn’t much better. Our mailbox is typically brimming with bills, offers from companies we’ve never heard of, and lots of “You have already been approved” credit card applications. This time of year we are fortunate to get Christmas cards, but the rest of the year we are lucky to receive anything that arrives in a handwritten envelope. 

Guess what we open first? 

We all have far too much impersonal communication in our lives. Most of us rarely receive handwritten notes or letters so it’s a big deal when we do. Anything handwritten gets opened first – there are studies that back that up. It’s the personal touch that gets our attention. 

The telephone isn’t much better. At least ten times a day we answer the phone with a smile only to be greeted by silence and a recorded message that’s supposed to encourage us to act immediately. Instead we just hang up the phone. 

We continue to share Impact 8 because it can make you the most visible person in your company or the most talked about store in your community. During the pandemic those letters and calls will not only put a smile on a customer’s face, they will encourage sales. Impact 8 has elevated some retailers to celebrity status and all in the amount of time it takes to have a cup of coffee each morning.

There are two parts to Impact 8. Part I involves a personal telephone call to four customers you spoke to or worked with recently. This isn’t telemarketing – you are not allowed to talk about business unless the customer brings it up. If you happen to get the customer’s answering machine it’s okay to leave a message – you’ll make their day. 

Here’s a sample conversation:

“Hello Mrs. Customer? This is Your Name at Name Of Your Store. 

After the customer has had a chance to respond, you say: 

“I enjoyed speaking with you yesterday and I just wanted to take a moment and thank you for your business. I know that you have plenty of choices and I want to thank you for choosing my store. If there is ever anything I can do for you, please call me anytime.” 

Call four customers per day and watch what happens, but that’s only the first part of Impact 8. 

To implement Part II you’re going to need note cards that are blank on the inside. Go for standard greeting card size, not the smaller common “Thank You” card version. You can use fun off the rack cards or create a custom version – it’s up to you. You will also need the names and addresses of four customers you spoke to or recently worked with, because these customers are going to get a personal note from you. 

There are a few rules: 

1. Each note must be handwritten. Remember, handwritten mail is always the first mail to be opened. It’s easy to try and fake it with a service that imitates real handwriting but trust us, people know the difference. 

2. You must address the envelope by hand. You’re only doing four a day so this isn’t a big deal. 

3. You must use real stamps. Weird or interesting stamps – The USPS offers lots to choose from, you can check them out here. You might even consider using different denominations to make your envelope really stand out. 

Your note can say something like this: 

“Dear Mrs. Customer, 

I wanted to take a moment to thank you for your business. I know that you have a lot of stores to choose from and I appreciate your choosing Name Of Your Store. I have enclosed my business card, if there is ever anything I can do for you please to call me anytime!” 

Those cards can also be used to contact customers you haven’t seen in a while or to your 25 best customers just to say hello. 

If you implement Impact 8 just four days a week, you will impact 32 customers per week; 128 customers per month; and 1536 customers per year. And if those customers say something on social media and just 10 others read about it, that’s 15,360 people. The word of mouth advertising and good will you will generate is immeasurable. 

The great thing about Impact 8 is that it operates under the radar so it’s rarely noticed by your competition – they’re busy looking at your social media posts. All they will notice is less cars in their parking lot and more cars in yours.


 

 

 

 

 

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