Early-Season Revenue generation. A.R.C.U.S. Client Interest Timeframe B ased On Web Leads. We Want To Improve Efficiency Here. Example: 10,000 post cards or doorhangers Response Rate 50-100% greater on Nov. 7 versus October 7. Mailing/distribution costs are the same
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Today’s Consumer Is On Their Own Timeline, and Makes Decisions Based On THEIR NEEDS, Not Yours!
For Best Results, Christmas Decor must be recognized as a business that requires year-round activity!
CAPITALIZING ON OPPORTUNITY!
THIS FRANCHISE MUST REPLACE $70K IN LOST CLIENTS EVERY YEAR!
A.R.C.U.S give you steps and considerations to follow to ‘get ahead’ of non-renewals, competitors, lost revenue, and peak-season stress.
It takes the devotion of time, money and other resources at a time of year you are not used to.
2. Is my market familiar with me as a holiday decorating company?
2a. Is my market familiar/comfortable with the concept of hiring a professional?
3. Am I willing/able to devote the necessary time / money / focus to my Christmas Decor business throughout the year?
Determine how effective peak season efforts will be
Determine market receptiveness/auxiliary tactics
Determine the possibility/effectiveness of A.R.C.U.S efforts
It’s Important Enough For The Effort!
Why People Leave
You Can Impact Your Number
There Are Tools To Use
Key Service Components
ANNUAL Consultation-earlier the better
Follow Up After Install
Proactive Service Visits (2 is best)
Incentives for Add-Ons
Follow Up After Takedowns
Clean Up After Removal (Spring, If Necessary)
Execution of Key Service Components
Sales Presentations BEFORE Busy Season
Works Both Ways (CD to Core, Core to CD)
Ignore The Myths - Clients Want To Know
Present at core business sales calls
1/3 Page Free Rider
Insert In All Billing Statements
Referral Scratch Off Card
Serves as a reminder
(for you and them)
Makes it easy for client
CD Gift Card
Special Incentive For Crossover
CD Gift Card
Franchisee since 2003
$162,000 in Gross Residential Sales
132 Residential Clients
$1,227 Average Residential Sale
Historic Retention Rate: 62%
520 clients, Just over $500K Core Business
Sent Out Renewals In September
Moderately Aggressive With Lead Generation
Two Formidable Competitors, Several Others
Frustrated With Results, Diminished Returns
Frustrated With Lack Of Growth
Spent Marketing Budget Getting Back To Prior Year’s Numbers
Willing To Change
Market Somewhat Familiar With Him
Market In-Tune With Holiday Decorating
20% Of Territory Untouched
Goal - To Get Retention Rate To Average
Implemented Service Commitment Checklist
Tried To Execute All Areas, About 60% Effective in his assessment
Began Calling Clients in Feb. 2012 for Renewals
Identified 120 Landscape Clients To Call
Called Between February and June 2012
Offered $100 Gift Card
Presented CD Trifold During Spring Sales Calls
Began Calling Clients In February, soliciting for early renewals
Attempted to set appointments
Focus On Items Not Selected Previous Year
Asked For Referrals From Clients
Mailed approximately 250 letters to unclosed prospects, some were 4 years old
Mailed approximately 150 letters to non-renewed clients
Made NO phone calls
Included $50 CD Gift Card
Retention - Improved retention to 68%, a difference of $9,720.
Cross Sales - Closed 6 sales for $8,130 in revenue, received 5 referrals, closed 4 for $4,900
Upselling - 26 clients added $157 avg, for $4,100
Salvaging - closed 9 clients for $10,197
Added or Kept $37,047 by Oct. 15
Within $25K of 2011 total by Oct. 15 (committed)
Gained Extended Results From Budget - Added Almost $50K to 2011 total
Final 2012 Sales over $240K
Improved Retention to 73%
Cross Sales - 9 clients for $11,944
Upsells - $3,900
Salvaged 8 more clients for $7,200
Reported Over $285K in Sales