Early season revenue generation
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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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Early season revenue generation

Early-Season Revenue generation

A.R.C.U.S


Client interest timeframe b ased on web leads

ClientInterest TimeframeBased On Web Leads


We want to improve efficiency here

We Want To ImproveEfficiency Here


What we see

Example: 10,000 post cards or doorhangers

Response Rate 50-100% greater on Nov. 7 versus October 7.

Mailing/distribution costs are the same

We must begin generating revenue, but money is best-spent during peak times!

What We See…


You can t wait

YOU CAN’T WAIT!

Today’s Consumer Is On Their Own Timeline, and Makes Decisions Based On THEIR NEEDS, Not Yours!


Seasonal not any more

Seasonal?Not Any More!

Best Practices

Customer Behavior

Outside Forces

For Best Results, Christmas Decor must be recognized as a business that requires year-round activity!


What are we facing

What Are We Facing?

  • Veteran Franchises

    • Diminishing Returns On Marketing

    • Less “Low-Hanging Fruit”

  • Market Changes

    • More Options

    • Consumer Comfort

    • Ambiguity


Embracing the changes

EmbracingThe Changes

  • Adding Revenue & Profit vs. Adding Clients

  • Heading Losses Off At The Pass

    • Timing Is Everything

    • Become Less Dependent On New

    • Protecting Your Client Base

      • From Competitors

      • From Service Issues


A r c u s

A.R.C.U.S

  • Represents A Change Of Mindset

  • A System Of Best Practices

  • ESPECIALLY Effective For Veterans

    CAPITALIZING ON OPPORTUNITY!


The problem at a glance

The Problem,At A Glance

$200,000 Franchise

65% Retention

THIS FRANCHISE MUST REPLACE $70K IN LOST CLIENTS EVERY YEAR!


A r c u s1

A.R.C.U.S

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.


A r c u s

Assessment

Retention

Cross Selling

Upselling

Salvaging


A ssessment

Assessment

  • The First Step

  • Face Reality

    • Evaluate where you are as a company

    • What you REALLY are willing to do

    • If you can’t/won’t, don’t, but don’t expect a result


A ssessment1

Assessment

The Questions:

  • Have I been aggressive in my revenue generation efforts in the past?

    • Have I effectively targeted key neighborhoods with my lead generation activity?

    • How long have I done it?

    • Do I still have untapped areas?


A ssessment2

Assessment

The Questions:

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?


A ssessment3

Assessment

The Questions:

3. Am I willing/able to devote the necessary time / money / focus to my Christmas Decor business throughout the year?


A ssessment4

Assessment

Objective

Determine how effective peak season efforts will be

Determine market receptiveness/auxiliary tactics

Determine the possibility/effectiveness of A.R.C.U.S efforts


R etention

Retention

It’s Important Enough For The Effort!

Why People Leave

Timing

Touches=Retention

You Can Impact Your Number

There Are Tools To Use


R etention1

Retention

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

Custom Design/Install

Service Included

Clean Up After Removal (Spring, If Necessary)


R etention2

Retention

85%

75%

62%

56%

52%

Execution of Key Service Components


Retention tools

Retention Tools

  • Service Commitment Checklist

    • Guide Your Service

    • Quantify The Experience

    • Promise


Retention tools1

Retention Tools

  • Early Renewals

    • Beat competition to the punch

    • Address service issues

    • Save Time During Peak Season


Retention tools2

Retention Tools

  • Client Life Cycle

    • Schedule of Annual Contacts

    • Outlines Client ‘Touches

    • Training


Retention tools3

Retention Tools

  • Service Door Hanger

    • Proof of Visit

    • Quantifies Service

    • Referral Card


C ross selling

Cross Selling

Often Overlooked

Sales Presentations BEFORE Busy Season

Works Both Ways (CD to Core, Core to CD)

Ignore The Myths - Clients Want To Know


C ross selling1

Cross Selling

  • Incorporate CD into core business sales

    • Trifolds

  • Identify Clients who ‘fit the profile’

  • CALL THEM

    • Script

  • Mail Them

    • Free Rider

  • Ask for referrals

    • Scratch Off Cards


C ross selling2

Cross Selling

Service Tri-fold

Present at core business sales calls


C ross selling3

Cross Selling

1/3 Page Free Rider

Insert In All Billing Statements


C ross selling4

Cross Selling

Referral Scratch Off Card

Serves as a reminder

(for you and them)

Makes it easy for client


C ross selling5

Cross Selling

CD Gift Card

Special Incentive For Crossover


Upselling

Upselling

  • Only 10% Max Out

  • Opportunity To ‘Touch’ Client

    • Get Early Commitments

    • Reinforce Service

  • Profitable Revenue

    • Not Just Core Items


Upselling1

Upselling

  • Set Appointments

    • When Experience Is Fresh

    • Get In Front Of Them

    • Incentives

  • Work From Last Year’s Proposal

  • Don’t Expect 100%

    • 15% Is A HUGE Win

  • Show Them Their Options


Salvaging

Salvaging

  • Why Did They Leave?

    • Calls or at non-renewal

    • Condition Versus Objection


Salvaging1

Salvaging

Non-renewed Clients

  • 28%, annually

    Expectation: 2-5%

Phone Calls

Mailing

Letter

Flyer

Proposal

Gift Card

Unclosed Proposals

  • 48%, on average

    Expectation: 3-12%


Salvaging2

Salvaging

  • Salvage Letter

    • Invites them back

    • Offers Incentive


Salvaging3

Salvaging

CD Gift Card

Extra ‘nudge’


Case study 2012 season

Case Study2012 Season

Sample Franchisee

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


Case study 2012 season1

Case Study2012 Season

Assessment

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


Case study 2012 season2

Case Study2012 Season

Assessment

Market Somewhat Familiar With Him

Market In-Tune With Holiday Decorating

20% Of Territory Untouched


Case study 2012 season3

Case Study2012 Season

Retention

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


Case study 2012 season4

Case Study2012 Season

Cross Selling

Identified 120 Landscape Clients To Call

Called Between February and June 2012

Offered $100 Gift Card

Presented CD Trifold During Spring Sales Calls


Case study 2012 season5

Case Study2012 Season

Up Selling

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


Case study 2012 season6

Case Study2012 Season

Salvaging

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


Case study 2012 season7

Case Study2012 Season

Results

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


Case study 2012 season8

Case Study2012 Season

Results

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


Update

Update

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


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