|
|
| keep your newsletters on track |
| |
When receivables are up, and degree days are down, it's so tempting to cutback on your customer communications. But now, just the reverse is needed. You absolutely need to crank up your voice, because your bills and competitors are screaming at much higher decibels.
Your winter newsletter will garner your highest readership, because it's when people most give a darn about oil issues. Use it wisely. Clue them into what's happening in the world energy market at that moment. Remind them that you are on their side. Offer them some tips to save money. Include stories of customers who had some great service experience with you (just write it up so it's not so self-congratulatory) Even better, tell the story of a customer who went to another company thinking they could save money, but then returned to you because of some problem. Or highlight a customer you took care of when their own oil dealer let them down. Click here for an example of what I mean.
This stuff is critical because so few of your customers really experience what makes you worth staying with in a normal winter. They're not breaking down at strange hours, they don't have some bizarre problem that only the best mechanics can solve. They get a tune up, they get a delivery. And they get a BIG BILL. So it's your job to help them see that there will come a time when they will need someone in a pinch, and they will be damn happy they stayed with you.
Your Spring newsletters should compliment your retention strategy, and also reinforce the value of budgets, or your price protection programs, etc. The stories still rule. And so do equipment offers. But there will be a long time before their last delivery and their next one. You want to make sure you are injecting yourself into their thoughts when the offers start rolling in. Want to talk to us about doing a newsletter for you? Click here.
Back to smart tips |
| |
|
|
|
|