Businesses often use a “hook” to get first-time buyers in the door – an introductory offer, a free sample, a coupon – even free luggage. But what happens next is often neglected. No one sets the hook. You have an opportunity to show the new buyer why you’re different – to create an experience that demonstrates what a great choice they’ve made. In short, you have the chance to turn them into loyal customers. But too often, we expend all our energy on baiting the hook, and precious little on reeling in the catch. Then we’re surprised when so many of the big ones get away. Does your marketing plan have a customer conversion component? If not, 2010 is a great time to start.
