Text Box: Developing/Prioritizing Your Project Line-Up Some parts of Client Path Marketing are challenging. Here’s some good news: You can generate meaningful improvement almost immediately and without the need to complete every project on your goal list. And meaningful improvement need not involve major cost. (See box> as an example. Simple ongoing Customer communication can help reduce the attrition that robs us of our most important asset.) Client Path Marketing Projects will likely include: - Improved Stranger marketing, including the possibility of highly targeted “Ideal Customer” contacts, sometimes groups, sometimes individuals that appear to be perfect for our business.. - Improved sales material and/or follow-up procedures for newly met Acquaintances, often networking contacts. - Improved material or techniques for closing sales. - Prospect touches, pre– or after– presentation to reinforce the sales process, stay-in-touch immediately after presentations, and try to revive lapsed Prospects (a major area of opportunity for many businesses). - New customer welcome, including satisfaction feedback. - Ongoing customer appreciation, including value-added products, services, or information. - Legitimate preferred customer events offering real value and content tailored to known interests. - An overall commitment to improved Client experience, based on awareness that loyalty is only earned when we surprise on the high side. We must find ways to delight. Text Box: An Important Loyalty Reminder Your Client Path communication should address every stage of the Path, but none is as important as loyalty building. First we must squash a common logic error: “I can’t afford to spend much on existing customers because I need to spend so much getting new customers.” In fact, new business from existing customers is much cheaper, much more likely to avoid major discounting, and much more likely to sustain us year after year. Here’s a key: Studies show that most customer attrition does not result from out-and-out dissatisfaction. Rather they just drift away; out of touch with us, being bombarded by competitive ads or peddlers. Customer loyalty is precious and must be earned—and protected from the scavengers—constantly.

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