I was walking into my office yesterday and overheard a new paper rep from one of our local suppliers who stopped by to introduce himself. Nice guy. He was asking Tara at our office some questions. Good questions, such as: “What could we be doing better to increase our service for you? Is there anything else that we provide that you could use?” I give him points for stopping by and asking those questions. The problem was that he rushed through them, sounded like he was reading them off a card, and wasn’t paying attention to her answers. Not surprisingly, no forward sales progress was made from that visit.

My evaluation of the meeting was that it was what I call a “drive-by.” The rep just checked in, asked how everything was going, got those responses in the course of the brief conversation, yet did not question them, and hurried off to his next “drive-by.”

Ever have one of those in your business?

He potentially missed great opportunities to dig deeper, engage the customer, provide value, and perhaps make an additional sale. I call it a casualty of the information-bombarded environment we live in.

What is dying are the simple acts of paying attention, listening, processing spoken words, and reacting intelligently to engage in a meaningful dialogue. Forgive me if I sound like the grizzled old-timer who scolds kids with “When I was your age…”

The running joke around our office is, “Hey, I was born in the 1900s.”

But it’s true. Most people now get their information in 140-characters or less. They’re so rushed, they must write “ur” instead of the much-lengthier “you’re.” It makes sense, then, that attention spans and the desire to listen have reached all-time lows. (Perhaps you’ve even been distracted just since you began reading this) I don’t have a universal solution to the distraction problem. That isn’t going to change anytime soon and will only get worse.

I will give two simple suggestions that can help you not miss marketing opportunities that might be served to you regularly. Here they are: 

Slow your marketing down and dig deeper instead of going wider.

In fast-moving sports that require quick decisions, athletes who eventually reach a level of mastery often describe it as “letting the game come to them,” meaning that it seemingly moves at a slower pace. They are not overwhelmed by the situation. They are not going in six directions at one time.

Digging deeper simply means peeling away the skin of the onion. Getting the prospect to give up more emotional answers, not just surface-level factual ones. It’s what you naturally do with anyone when you are genuinely interested in what they are saying. Instead of proceeding to an unrelated question or shifting the topic to you, it’s just a matter of asking the following question in response to what they just said.

Marketing is about selling your product or service to other people, which means you need to convince them that they want what you’ve got. The best way to do this is by appealing directly to their self-interest. People buy products because they want something; if you can show how purchasing your product will help them get what they want, you’re on track for a successful sale.

Also, remember to always use the most powerful 5 words in marketing when creating any promotion for your business, W.I.I.F.M. (What’s In It For Me). Meaning when you do something, think about it from your customers’ point of view. Ask yourself these questions:

Does this provide a solution to a problem my customer has?

Does this fill a desire of theirs?

Will this make their life better? Easier?

Do they really want this?

Will they pay money for this or take action on it?

I can give you a powerful example of this in a headline that resonates with everyone using this concept: “FREE MONEY.”

Many marketers have used this headline for several different purposes, and it is a near-certain winner. I launched my catering business by giving away thousands of FREE lunch trays, knowing that once people tried them, they would order more. In fact, they ordered $250 on average with every free sample.

Many of you should be using FREE birthday dinners to help your customers celebrate their birthdays. “FREE” remains one of the most powerful words in advertising, undiminished by marketplace cynicism.

I’ve also used “YOU HAVE ALREADY WON” as a powerful headline. This is also a good envelope teaser. We use this to help market our most successful promotion of the year, The Red Envelope / No Peeking Promotion. People love winning prizes. I remind you of these themes and promotional hooks now because they have always worked even better in “tough” times. Right now, the media is idiotically bombarding people with recession-think, so their response will be colored that way.

One of the most successful promotions you can do for your business is a bounce-back promotion. They are one of the best ways to get your customers to spend more money with you. As a business, it is simply genius because all you have to do is ask them if they like what you offer enough to refer their friends. So how does it work? Well, first, I will explain what makes bounce backs promotions so great.

A bounce-back promotion is when you offer customers an incentive to come back into your business, usually spending more money quicker. When customers have purchased from you before, they are already familiar with your brand, making it easier for them to buy again. They don’t have to go through the stress of researching all over again. All they have to do is go back in and re-buy; that’s what most people will do! When it comes down to it, this makes sense because if someone knows their favorite T.V. show is on a channel at 8pm every Tuesday, then chances are they know where the remote control is and what snacks they should prepare to watch the said show. In fact, the more familiar a customer becomes with your brand, the less work they have to do to make a purchase from you! This is what makes bounce-back promotions so successful.

The incentives used in a bounce-back promotion can be anything, really. Usually, they are discounts, free items, prizes, gift cards, or bonus points. Still, your incentive must increase their chance of returning and spending more money with you.

Suppose someone was given a discount for a return visit. The customer might just come back simply for that reason. However, suppose they were given something extra and a chance to win something. In that case, you will have gained a loyal customer who is now actively promoting your business because of how great they think it is. In fact, it costs even less than paying for advertising as all the marketing is done for you!

Really, a bounce-back promotion is just a win-win situation for both you and your customer. The only thing that should be going through a person’s mind when they have bought from you before is, “Would I buy from them again?” So, if you want to improve your business, reach out to those customers who think so highly of you and give them an incentive they can’t refuse!

Here are some statistics on how effective a bounce-back promotion can be:

  • 74% of consumers feel their likelihood of returning to a store increases if they are given an incentive to do so.
  • 51% of consumers say that receiving an incentive would entice them to shop at a business more often.
  • 30-50% of customers’ overall purchases are influenced by incentives.
  • 69% of consumers say they are more likely to make a repeat purchase if they receive an incentive.
  • 45% of consumers said that receiving an incentive would make them shop at the business immediately, rather than waiting until the next time they were planning on shopping there anyway.

Many companies are hesitant to market to their existing customers because they believe that they are already sold on the company. This couldn’t be further from the truth! With the increase in competition and marketing messages your customers are exposed to daily, you can’t let them leave and use the “I hope they come back” marketing strategy. That doesn’t work, and I want better for you!

A bounce-back promotion is like putting an iron cage around your best customers. The ones who already know and love you.

To take advantage of the #1 Proven and Tested Bounce Back Promotion for the restaurant industry, click the button below. This bounce-back has been doubling sales for restaurant owners in January for over 19 years. See the proof on the page and get all the details.

Warning: This is a Done For You Promotion that works better than anything we have tested that we have done for over 3,000+ restaurants. But, it is time-sensitive and must be deployed during the holiday season. Go to the special webpage we set up to get all the information and FREE Bonuses before it’s too late.

The #1 Restaurant Promotion Of All Time
Michael Thibault
Michael Thibault

Michael Thibault

Known as “The Done For You Marketing Guy for Restaurants.” International Speaker on Restaurant Marketing. Published contributing author of 4 Marketing Books. Industry expert on Google Searches and Review Sites. Recovering Independent Restaurant Owner and Caterer of over 21 years. And, all-around good guy.

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