Successful Customer Retention

Shortly before traveling to Greer, AZ this past weekend for my brother's wedding, I had my car serviced at a neighborhood auto service center.

I went in for an oil change on Thursday -- was successfully upsold on two services -- and returned from Greer to some noteworthy marketing materials sitting in my mailbox from the same auto center on Monday.

I was impressed with the mailing for the following reasons:

[1] Mailed to me were two identical index cards.

So what?

Seeing a $10 off  coupon as part of the offer, I immediately viewed the duplicates as a chance to gift one to a friend.

[2] The cards were thick and glossy -- a point I've contended for a while when arguing against settling for the cheapest business cards possible.

So what?

I firmly believe prospects are less likely to throw out your mailing (or business card) if the paper is thicker.

[3] The coupon's expiration date gave me ample time to add miles to my car and return for an oil change in a realistic time frame for a not-too-costly service. 

So what? 

It's easier to sell a new customer early in the "dating process" on a cheap oil change than it is the daunting commitment of a transmission replacement.

[4] The card's marketing message was personal.

So what?

The card thanked me for my business, told me their corporate story and highlighted their affiliation with the Better Business Bureau, mentioned the make and model of my car, and most importantly, spelled my name correctly.

[5] Their offering concluded with contact information which prompted me to act.

So what?

The contact information on the bottom of the mailing spoke in clear and deliberate language. It read: "Make an appointment at _xyz_ or call (_#_) _#_-_##_."

Every sales offer needs to end with a swift call to action. In other words, how matters just as much as what.