Engaging and entertaining, Mr. Bob Cassels is an expert at referral marketing.

At last evening’s GWIN (Guelph Women in Networking) meeting, Mr. Bob challenged us with several provocative questions:

• What do you do with your client list?

• Are your customers referring you to new customers?

• How much time do you spend with existing customers?

• Do advertising companies guarantee increased sales?

• Do you have a system that promotes customer retention and rejuvenation?

Mr. Bob has a clear mission.

Using his unique Cassels Opinionnaire, he can help small businesses flourish in a crowded marketplace. Throughout the seminar, he stressed that present customers are a goldmine for repeat sales and new referrals.

I was surprised by the statistics he shared from Fabled Services by Betsy Sanders. In response to the question, “Why Do Companies Lose Customers?”

Sanders discovered that…

• 1% died.

• 3% moved away.

• 5% were influenced by friends.

• 14% were dissatisfied with the product.

• 68% were turned away by an attitude of indifference on the part of a company.

Mr. Bob’s Bottom Line…

“I recommend you spend a little less on new sales and retain more customers by spending more on the 68% you could potentially lose from indifference. At a fraction of the cost of obtaining new customers, you can show your existing ones that they are appreciated. Customers who are appreciated spend more.”