How To Get More Repeat and Referral Customers

1. SPECIAL BULLETIN: REPEAT & REFERRAL CUSTOMERS
Discover Why REPEAT and
REFERRAL Customers are
Essential To These Five
Famous CEOs...
... And Claim Your FREE Book To Learn How To Get More
Repeat and Referral Customers In Your Company Too!
In this report you’ll: 1) Discover why repeat and referral customers are critical to Jamie Oliver, Sir Richard
Branson, Sir Terry Leahy of Tesco, Sir Martin Sorrell of WPP and Larry Ellison of Oracle.
2) Learn why getting repeat and referral customers has less to do with your sales and marketing team — and more
to do with every other employee in your company. 3) Claim your FREE copy of All Employees Are Marketers.
BY BUSINESS AUTHOR
RICHARD PARKES CORDOCK
For most businesses —— quite likely yours too ——
marketing is a significant investment.
Finding new customers and persuading them to buy
takes time and money —— and can be massively expen-
sive on all fronts.
More often than not, turning a cold prospect into a
hot paying customer and getting them to buy in the
first instance will be the responsibility of your
sales and marketing team.
Richard Parkes Cordock—(Author of People
But creating a successful and profitable business Upgrade, Profit Upgrade, Business Upgrade
is not always about getting customers to buy just Millionaire Upgrade and All Employees Are
once... it's about getting them to buy many times Marketers) speaks to companies about how
over many years —— and then getting those same cus- to get more repeat and referral customers.
tomers to recommend you to their friends, family
and business associates.
But whether or not customers repeat buy or recommend you has less to do with your
sales and marketing team, and more to do with the experience your customers have
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2. with EVERY other employee in your company.
It's your employees (both customer facing and those behind the
scenes) who determine the quality of the experience your customers
have when dealing with your company.
It's your employees (every single one of them) who directly and in-
directly influence whether your customers want to come back and buy
from you again, or go on and tell their friends and family good
things about you.
In this short 4-page report, you'll see the importance of repeat
and referral customers to five leading CEOs, and you’ll have the
opportunity to get a FREE copy of my book All Employees Are Mar- See page 4 of this report
keters — and discover exactly how you can get more repeat and re- to claim your FREE
ferral customers in your business. marketing book.
Here’s Why Repeat and Referral Customers Are
Critical For CEOs and Managing Directors
— Claim your FREE marketing book and apply their lessons in your own business —
1. Jamie Oliver 2. Sir Richard Branson
You most likely know Without doubt, Sir Richard Branson is the most famous
Jamie Oliver for his entrepreneur in the UK, possibly in the whole world.
TV face, but behind Through his iconic brand Virgin, Sir Richard has one of
Jamie is an ever ex- the most powerful levers to attract new customers.
panding restaurant
business including his You may even be a customer of his and fly on his planes,
15 Canteen, and his use his mobile phones, subscribe to his TV channels, or
Italian chain — bank with Virgin Money.
Jamie's. The Virgin brand has an untold power of attraction —
Jamie enjoys the lux- which is why Virgin has been able to quickly enter and
ury of having a fa- dominate new markets.
mous brand and there- But the brand is not the whole story.
fore doesn’t need to The famous Virgin logo (and some very costly marketing
spend as much as campaigns) work well to initially bring in new customers,
Jamie Oliver’s restaurants are built on the
most companies on back of his famous brand. But he also but without giving them an extraordinary level of service,
marketing and adver- needs repeat customers, and word-of- it’s all too easy for customers to switch suppliers.
tising. mouth recommendations to grow,
In pages 34 to 37 of All Employees Are Marketers (which you
His personal brand can claim for free at www.enterpriseleaders.com), you’ll learn
brings in new customers into his restaurants every day. more about the true cost of loosing a customer — and how
But the on-going revenues and profits in his restaurants to stop your customers from leaving you.
come from happy repeat customers, together with a plen-
tiful stream of new referral customers. Sir Richard knows that the real profit in his company
comes from leveraging
Repeat and referral customers are where the real profit is his brand to attract new
for Jamie, and no doubt this is the same in your company customers, but then giv-
too. ing them an extraordi-
Jamie knows that customers will only repeat visit or recom- nary experience so they
mend his restaurants if the experience they have had is want to repeat buy and
exceptional. Being a talented and famous chef, customers’ recommend Virgin to their
expectations of Jamie's restaurants are higher than most. friends and family.
Ultimately though, the experience a customer has in his He also knows that if a
restaurants is not down to Jamie’s marketing, or even Ja- customer has a great ex-
mie himself... but down to the chefs, waiters, bar staff and perience in one of his
those who work behind the scenes in his restaurants. companies, it's more
Just as every single one of Jamie’s employees are instru- likely they'll trust Virgin
mental in making his customers want to repeat buy and again, and try one of his Sir Richard’s Virgin Group can easily
other products or ser- enter new markets because of
recommend, every employee in your company is responsi- the value of his brand. But the real
ble for getting your customers to repeat buy and refer you. vices.
profits come from repeat and
Quite literally, all your employees are marketers. But it is not the logo referral customers.
which makes customers
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3. want to repeat buy or recommend Virgin... it’s the people
who work there, who deliver each day against the prom-
ise of the brand.
In the Virgin group of companies, every employee has to
live up to the high-level of expectation that Sir Richard has
set. Anything less, and it’s all too easy for customers to
switch, and Virgin will loose out on the lucrative life-time
value of its customers, or suffer brand damage because of Buy Buy Again Tell Their
negative comments.
Friends
In your company, maximising your customers’ life-time
value, and getting them to positively recommend you will When you claim your free copy of All Employees Are Marketers, you’ll
always be an essential part of your revenue and profit see how you can get more of your customers to buy again, and then
growth. recommend you to their friends, family and business associates.
3. Sir Terry Leahy — Tesco
Under Sir Terry Leahy's
4. Sir Martin Sorrell — WPP
leadership, Tesco has be- Sir Martin Sorrell is the Chief Executive of WPP, one of the
come the market leader in world’s largest communications, media, advertising and
UK retail — with estimates integrated marketing companies.
of one in every eight Whereas Jamie’s, Apple and Tesco are B2C type compa-
pounds of a household’s nies, WPP is a classic B2B company, helping their clients
income being spent at grow their businesses through marketing.
Tesco.
Each year, WPP’s clients spend billions of pounds with
Last year, Tesco posted a them trying to get their message into the market place in
profit of over £3bn (these front of new prospective customers.
are profits not revenues!).
But for all that Sir Martin Sorrell's company does in help-
Tesco's success is built on Sir Terry Leahy: The bulk of ing clients get new customers, Martin himself knows the
having loyal repeat cus- Tesco’s profits come from repeat
real profit in any company (certainly WPP) is in repeat and
tomers who spend hun- customers spending £100+ with
the retailer each week.
referral customers.
dreds of pounds with them
each week. The same is most likely
true for you too.
Tesco know only too well the life-time value of their cus-
tomers, and understand that if the average family spends Whether or not WPP’s cli-
£100 with them each week, over a year that is £5,200 of ents continue spending
revenues. That’s £5,200 Tesco want in their bank account, their millions with them
rather than going to Asda, Sainsburys or Waitrose. each year is significantly
down to the experience
Tesco spend many tens of millions each year on advertis- they have dealing with
ing and promotions to get new customers in the store. WPP’s employees.
Like Tesco, you may invest heavily in customer If clients have a good ex-
acquisition. And like Tesco, it isn't just your marketing, perience (and get the re-
low-prices and brand power that attract people to you, sults they want), they'll Sir Martin Sorrell’s WPP group is a
and keep them with you week in, week out... month-in, stay with WPP and posi- classic B2B company built on
month out... and year in, year out. Much of Tesco’s success tively recommend them. repeat and referral customers.
has to do with its people. Even those behind the scenes.
If they have a bad experience, it’s more likely they'll leave
• The cleaning staff ensure the shops are clean, fresh and the group and switch to a competitor and most likely
tidy for you. negatively recommend them along the way.
• The inventory team make sure the shelves are well Whether you are a B2B or B2C company, the principles
stocked and there is plenty of product waiting in the which drive repeat and referral customers are the same.
warehouse to quickly replenish empty shelves — so
the very thing you want to buy is there, ready and In chapter 2 of All Employees Are Marketers, you’ll read
waiting for you. about ‘Line of Sight’ and why every employee in your
company must have a line of sight to your customers to
• The maintenance staff ensure the shop, car park and out- get more of them to repeat buy and recommend you.
side areas are in tip-top condition, making your shop-
ping experience enjoyable and safe.
All of these staff contribute to your decision to repeat buy 5. Larry Ellison — Oracle
at Tesco again, or recommend them to your friends and
family. At first glance, Oracle, the software giant couldn't be more
different to Jamie’s Restaurants, the Virgin group of com-
In your company, all your employees, even those behind panies or even Tesco.
the scenes are instrumental in making your customers
want repeat buy and recommend you. Oracle is a classic B2B company selling expensive, high-
end software to mid and large sized companies.
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4. Through the sheer will and
power of their founder and Claim Your FREE Copy of
CEO Larry Ellison, Oracle has All Employees Are Marketers
become a leader in the world of
enterprise software.
If you are a business owner or
But the fundamental principles business leader who is responsi-
of getting repeat and referral cus- ble for getting more customers,
tomers still stand true for them. more revenues and more profits
into your company — and you
Just as repeat and referral busi- have more than ten employees —
ness is important to Jamie‘s res-
Even Larry Ellison’s mighty then you qualify for a FREE
Oracle is built on a taurants where customers copy of All Employees are Mar-
foundation of repeat and spend £50 on a meal and choose keters.
referral customers. their order within minutes from This quick read book (you can
a menu, repeat and referral read it in 45 to 60 minutes) is
business is important to Oracle too, where sales cycles can crammed full of practical, anec-
take up to a year, and the software can cost many millions. dotal, real-life stories, ideas and
strategies which you can apply
Similarly, where diners have a choice of restaurants to eat right now in your business with-
at, businesses have a choice of companies to get their en- out spending another penny.
terprise software from. These include SAP, Microsoft, In- In the book you'll discover:
for, Sage, and many others — who are all competitors to • Why everybody in your company is a marketer who is re-
Oracle, and all want to prise their customers away. sponsible for sales (whether they are customer facing or
If Oracle doesn't deliver for its customers, it's all too easy not, sales staff or not).
for them to make the switch to a different supplier — and • How you can unlock the hidden marketing potential which
the software giant misses out on the repeat revenues. lies — often dormant — in every member of your staff, so
that they, through their very actions and decisions, turn
Equally, if Oracle over-deliver (in terms of quality soft- more of your prospects into paying customers, more of
ware, quality consulting, and quality support), it makes it your paying customers into repeat customers, and more of
easier for customers to recommend them to other business your repeat customers into referral customers.
users. • How to dramatically and substantially boost your revenue
Starting on page 15 of All Employees Are Marketers, you’ll and profits by simply arming your employees with a few
be introduced to the Revenue Growth Formula of basic tools which will profitably and irrevocably change
your business.
RG=B+BA+TTF. This shows how revenue growth comes
from getting customers to buy, buy again and then tell • Why the Profit Growth Formula of B + BA + TTF, and the
their friends. NEW P&L will permanently change the way you, and your
team look at your business, and will lead to greater repeat
As simple as this formula is, whether you sell low-price customers and referrals.
goods to consumers, or high-end services to businesses,
• Why every act is a marketing act which has a direct impact
you can never get away from the fact that the real profit in on your bottom-line profits.
a business comes from repeat and referral customers.
• How to avoid falling foul of the cardinal sin of losing cus-
Getting customers to repeat buy and recommend is not tomers.
just down to your sales and marketing team, but down to
• How to turn silent customers into happy profitable, repeat
every employee in your company. To learn more about customers.
how to get every employee in your company to take re-
sponsibility for your customers, claim your free copy of • How to get the greatest return on every penny you spend on
All Employees Are Marketers from: lead generation marketing.
www.enterpriseleaders.com. • How to turn EVERY employee and manager in your com-
pany into a profitable sales and marketing asset.
• Why it is essential that everybody in your company is re-
sponsible for telling your company's story, and being true to
Finance your brand values.
HR Sales • Why Peter Drucker was 100% right!
• How to use Line of Sight to your advantage.
• How to profitably apply the 80:20 rule of marketing to your
Customer own business.
Admin Marketing • The most important business lesson from Duncan Ban-
natyne, Simon Woodroffe, Lord Bilimoria and Lord Harris.
• Why the success of the most profitable companies in the
world is not an accident, and what you can learn, borrow
Operations Customer and take away from them.
Service
In the book All Employees Are Marketers, you’ll see how you Claim your free book now from
can put your customers at the centre of your business, and www.enterpriseleaders.com
make all your employees responsible for getting
more repeat and referral
Visit www.enterpriseleaders.com to claim your FREE copy of All Employees Are Marketers 4