Impressed by Mr. Bob

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.”


Inspired by Sue Johnston

suejFacts tell—stories sell.

That’s only one of the many nuggets delivered by Communication Coach Sue Johnston at yesterday’s GWIN (Guelph Women in Networking) meeting.

During a lively interactive session, she guided us through the Three Ps—Purpose, People, Point—needed to craft an effective and memorable 60-second introduction. Working through her double-sided handout, I quickly discovered several holes in my own pitch for Between Land and Sea. While I wasn’t ready to share my personal introduction, I was impressed by the women who stood up and spoke eloquently and passionately about their businesses.

Throughout the presentation, Sue stressed the following points:

Keep it simple—three points maximum.

Make it about the audience.

Invite action and make it easy for the audience to take it.

A seasoned speaker, Sue Johnston delights in helping people find their voices and tell their stories.

Quotable Quote…

Men will want to hear a story if you use a metaphor they will understand.