Dear Friends,

After the great results from 'Pillars of Business Success' book, we have now released the 'Marketing Success' book.

Do you collect the names of your customers? If not, this extract may entice you to start building a database now!

Regards

Tony Gattari

Read an extract from the Book

Collect Names 

There is a sporting goods retailer that has been in operation for almost 30 years. It started from humble beginnings in a small shop on a main road in a suburb that had a large amount of families who were keen on their sport. As time went on, the store started to attract a loyal following, and the owner had to expand the store, by taking more space next door, as well as using the space above the shops, and also across the road. As word got out about this retailer, people started to travel far and wide to shop there and because during this time a lot of the famous sportspeople were not given sponsorships, they also came to purchase their sporting goods from this suburban retailer.

Every time a person came to the cash register to purchase their goods, they were asked if they would like to be placed on the mailing list to receive a catalogue. This retailer would normally send out 2 catalogues each year, and people young and old would wait anxiously for it, as it would show the latest range of sporting goods for the start of each season. Once it arrived at the person’s house, the customer would remove the protective plastic covering, and start to circle all of the products that they wished to buy. Then they would make the pilgrimage to the store, to not only purchase the new sporting equipment, but also to marvel at the extensive range of products.

During the recession, whilst a lot of businesses closed down, this retailer went to the bank for a loan, and moved to larger premises. Now this retailer could really make a statement to the consumer, by showing off their amazing range of product. From what had started from humble beginnings, was now an institution, whose following could not be wavered. The mail order department would ship goods to the USA, Pacific region, South-East Asia, Africa, UK, and Europe. The mailing list, which started up by signing locals from the area, became a subscription of 80,000 people. This retailer spent most of its advertising on this catalogue, opened 5 more stores, and became the largest in its category in the world. All because the owner built a database, and taught his register operators to ask people they would like to be on the mailing list.

Whilst searching for new customers is important, when they are in the door, and have purchased from you, why not work on keeping them for life. In a highly competitive market place, being consistent and treating people like family may need extra support, through developing a mechanism whereby you can continuously inform and keep in touch with your customers on a regular basis. Collecting your customer names, and measuring there transactions on a database, is a great tool to start the process of communicating with your customer, and testing the effectiveness of this communication, by measuring:

• The number of times the customer purchases from you

• The average spend of your loyal customers versus your other transactions

• What your loyal customers buy from you, so that you can focus your energies on these areas of the business that produces the most fruit

Also by keeping a database, and effectively communicating to your loyal customers, you can reduce your cost of customer acquisition over time, as you can move your more costly spending on blanketed marketing efforts, to a more refined campaign that is targeted at people who you know will buy from you.

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Most businesses suffer because they feel getting the customer in the front door is the greatest challenge. It’s not. It’s about serving them well, so that they keep coming back more and more. During this workshop, you will hone your sales and customer service skills. You will learn the do’s and don’t of customer service, including the art of communication, listening, overcoming objections and getting other to see your point of views. At the end of the day, ‘he who serves best seldom loses.

What do others say about the Marketing Success Book?

David Berkman - Director - Flexirent Capital

“Within 10 years we have a public company worth over $600m – and that is from a standing start. Thank you Tony! What stands out in my memories is Tony talking straight common sense from the perspective of what customers actually want. Not what we may want to sell – but what customers want to see, hear and buy.”

Bill Crichton - MD - Sanyo Australia

“Tony Gattari is not only genuine, but genuinely interested in business today, and how people go about their growth in the business world. Marketing has been Tony's real passion since his days of helping small proprietors grow themselves and their business franchises within.”

Peter Stirling - Managing Editor - My Business

“As a marketer, Tony Gattari is a natural-born salesman.  As far as he is concerned, marketing that does not lead to sales - and sooner rather than later - is a waste of space and money. With sales as the target, the marketing arrows in Tony's excellent new book fly unerringly to the target - building the bottom line.”

Richard Eastmead - Proprietor - The Good Guys Penrith

"I have known Tony Gattari for many years and worked with him during the early days of the incredible growth of Harvey Norman Computers.  I have always said that Tony was put on this earth as a marketer.  His passion and enthusiasm is always contagious and his street smart, gorilla marketing concepts have seen real world results. This book will give you plenty of usable ideas and concepts without the usual academic psycho babble that you will find in many other marketing books."

FREE WORKSHOP - Business Masters Academy - Business Success in 90 Days

Imagine if you could increase your profits, whilst reducing the amount of time that you work in the business. Imagine if you could improve your cash flow, so that you never have to go begging to the bank.

The Business Masters Academy works on reducing all of your major headaches, and turn your business into a highly profitable turn key operation.

Workshop 10: Business Success in 90 Days

Want to increase your profits within 90 days and maintain them for life? This workshop is definitely for business owners and managers who have tried to make changes in their business but are struggling to gain any traction or make serious increases to the bottom line. Learn the systemised step-by-step approach that Tony has used with businesses across the world, which will make a positive impact on your sales, marketing, cash flow, and team members.