Communicating the Sale: Smarter, Faster, Better

Jun 5, 2014Found in: Loyalty Talk

Making sales—that is the key to any business.  For some businesses, making the actual sale comes easy, but for others it can be a long, drawn-out process.  No matter what business you’re in, likely you’re trying to do things more efficiently in order to maximize your time, and maximize your sales. 

The key to any successful business is building a base of loyal customers, and continuing to communicate to your base on a consistent basis—offering value, information, and access.  The reason you do so is to remain top of mind when your customer is ready to buy.  For example, if you have a list of 1,000 loyal customers in your database, each time you market to your list you will always generate sales.  The percentage of sales will vary depending on the product or service you sell, but it is a fact that when you offer value first there will be return.  This is not a marketing fact, or a gimmick—this is a fact of life, which has been known and communicated by great thinkers and philosophers for thousands of years (as ye sow, so shall ye reap). 

Your job is to find a system to hold your data, and a strategy to communicate your message, which best fits your business.  As a rule of thumb, communicate at least one per month to your list, but do not communicate too often either— that is unless your customer requests a greater frequency, or if your business model is a daily deal, etc.

Keeping Tabs on Your Competitor

It’s okay to keep an eye on what your competitor is doing, but communicating to your customers with a weekly newsletter, or e-zine (electronic magazine) should be a reflection of your business.  There is no need to try and keep up with what your competitor is does, rather let them be concerned with what you do.  Once you begin to talk to your customers on a regular basis they will come to expect to receive e-mails, e-zines, or random promotions from you.  Be alert that your competitors will likely sign up to receive communications from you, and will know your every move.

Below is a list of FIVE (+1) Tips to become Smarter, Faster, Better with communicating with your customers:

  1. Find “database management software”, which will offer you all of the tools you’ll need to communicate with your customers.  Do a Google search for sales database management, CRM software, or best sales database.
  2. Load all existing contacts into the system and continue to gather e-mail address and other important information from your customers on an on-going basis.
  3. Develop your strategy for customer communications.  Decide the amount of times you will contact your base in advance, and build a marketing calendar around your strategy.  Be sure to plan in advance, but always allow for breakthrough communications when appropriate.
  4. It’s always a good idea t survey your list, or a portion of your list to see what you may want to change, or do better.  Customers appreciate the opportunity to provide their input, therefore give tem a platform to do so and take away important feedback in the process.
  5. Once there is enough history in your system about your customers, begin to segment the list in order to send out specific communications relevant to that group.  For example, you may segment your list into three parts: frequent, average and dormant.  This will also let your customers know you are in tune to who they are.

(+1) The bonus item is to always respect the privacy of your customers.  Provide easy access to enroll, and easy access to opt-out of e-mail communications should your customer decide to do so.

Once you decide to make the commitment to communicate with your customers on regular basis, you will wonder why you didn’t make the commitment until now.  Staying in touch, providing easy access, and knowing you’re your customers on a one-to-one basis is the essence of sales.  How you go about it is up to you, but making the effort is the first step to becoming smarter, faster, and better than you were before.


Roger L. Brooks is a trusted authority, and helps his clients build successful customer loyalty strategies.  He is also the author of The Power of Loyalty: 10 Essential Steps to Build a Successful Customer Loyalty Strategy, and creator of Dose of Loyalty, a free monthly e-Zine.  Roger can be reached at

A Contract is a Contract (but not for Howard Stern). Where’s the loyalty?
May 2, 2012
By: Roger L. Brooks Over the past ten days, the ruling by Judge Barbara Kapnick regarding Howard Stern’s $300 Million dollar lawsuit against his employer, Sirius XM Radio, has caused quite a stir.  It seems everyone from news anchors to t ...Read More

Table Manners
Apr 20, 2012
Dining out with friends, family and business associates can be some of the best times to share stories, and have good laughs. Here are a FIVE tips to help keep you in-check the next time you are dining out. 


 1. Wait u ...Read More

How will you be paying today... credit, debit, or rewards?
Mar 9, 2012
  Soon you will be able to pay for merchandise with your rewards currency at places like BestBuy, others.   By: Roger L. Brooks   Did you know there’s a new currency emerging into the U.S marketplace?  It is ...Read More

Disney vs. Universal Hotels — What property would you choose?
Feb 18, 2012
January 31, 2012 I’m currently in Orlando on business, and decided to come a day early to enjoy the mid-70 degree weather with my family.  The total length of our stay is five days and four nights.  Our kids’ ages are five and ...Read More

Howard Stern Defines the Loyal Listener
Jan 10, 2012
SiriusXM Radio (NasdaqGS: SIRI) is starting to build a serious loyal following. Since the controversial merger in 2007 of Sirius Satellite Radio, and XM Satellite Radio, the company displayed a moderate growth rate of less than 1 Million subscribers per ...Read More

Benetton 'Unhate' Campaign
Nov 22, 2011
by Roger L. Brooks  Okay, I'm all for a little controversy to draw some attention, but Benetton has taken things a bit too far. The Italian company has launched its new 'Unhate' advertising campaign in which it chose to mock-up imag ...Read More

Conviction — Where has it gone?
Nov 18, 2011
by Roger L. Brooks I was never a real big college football fan, but I have always been intrigued with the business side—especially its extreme loyal fan base. I attended one college football game in my life. It happened to be the 2010 BCS Nati ...Read More

Neiman's Expands Payment Options
Nov 14, 2011
In case you missed it, Neiman Marcus expanded its choices for payment. Until now, customers could pay only with the Neiman card, American Express or cash.  As of November 1, 2011 customers can also use Visa or MasterCard — a way to potentiall ...Read More

The Art of Loyalty
Nov 2, 2011
The Art of Feel-Good Loyalty Incentives Reward your customers -- they'll reward you with repeat business. by Roger L. Brooks The best way to motivate customer behavior is to provide an incentive or reward for that motivation. Rewarding y ...Read More

If You No Buy, Go Bye-Bye
Sep 27, 2011
When I was in high school (some twenty-five years ago), there was a pizzeria I often frequented. It’s name, Grotta Azzurra, the Italian translation for Blue Grotto, which was kitty-corner to the school.  The real Blue Grotto is a sea cave on ...Read More

Loyalty In Sport
Jul 5, 2011
Congratulations to Novak Djokovic, the 2011 Wimbledon Champion. The Serbian native is now ranked #1 in the world after beating the Spaniard, Rafael Nadal. Nadal was the reigning Wimbledon Champion, and acepted the loss with dignity and grace complimentin ...Read More

Toys R Us Receipt Coupons
Jul 4, 2011
My daughter Alexis had her ninth birthday on June 27th. Last weekend, I went to Toys R Us to buy a whiffle ball set, bubbles and whistle for her birthday party. I presented my phone number to the cashier at checkout when asked for my rewards id. The cas ...Read More

Retail Debit (with rewards, of course)
Apr 19, 2011
  Retail Debit is the next generation of payment.  In an effort to shift the way consumers pay for goods or services (do to rising costs of credit card processing fees), retailers are banking on Retail Debit for several reasons: 1. To ...Read More

United Blunder
Apr 11, 2011
On a recent trip to Savannah, United Airlines canceled an evening departure flight I was scheduled to be on (due to weather). After spending more than an hour on the phone with a United Airlines customer service rep, I was able to get re-booked on a US ...Read More