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Customer recruitment - a practical guide

According to Pareto’s ‘80:20 rule’, 80% of your sales come from 20% of your customers. Use this step-by-step guide to focus on recruiting this 20% and your business should become more effective and as a result, more profitable.

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Loyalty strategy Measure and improve Increase customer spend Why should I tell my friends Invite reviews Testimonial video Loyalty rewards Improve your customer service Sharing triggers Encourage referrals Continue to delight them Promoter Update your database Why should I trust/choose you? Am I making the right decision? What risks am I taking? Give a guarantee Testimonials Case studies Call to action Get them to sample/trial Make it easy to say 'Yes' Incentive/special offers Sales call Customer Get them to buy What are my options What are the consequences of not buying it slide decks Webinar demo video Email marketing Capture their contact details Lead Incentive in return for contact details Contact forms Motivating-call-to-action Landing page Stranger Grab the attention of more potential customers Visitor Lead quality What is this? Do I need this? Does it solve my problem Direct mail Trade shows PPC AdWords Networking Mobile optimise Blog SEO PR Referral marketing Digital advertising Social media Content marketing Website improvement Brief the copy/creative writer Develop your contact strategy What is the optimum frequency? When they are ready to buy, will they choose you? Get your timing right Test it Benefit? Expert? Value? Define your message to each segment Research for key insights Reactivate previous customers Create personas Define your target audience Agree how you will evaluate the response Agree your targets and/or KPIs Agree your goals/objectives