1. We have a strong vision for which direction we are going in
2. We have developed a competitive advantage that gives us an edge over the competition
3. We have broken down our potential market into segments and selected just a few to target3. We have broken down our potential market into segments and selected just a few to target
4. We have a plan for how we will reach each key customer group
5. We have a contact plan in place to look after our top customers
6. We have a referral reward and incentive programme to encourage referrals
7. We have a direct mail programme to encourage loyalty and repeat visits from existing customers including a regular enewsletter with trends and tips
8. We have researched the reasons that customers purchased from us so we know what to say to press their hot buttons!
9. We have tested alternative headlines and offers to determine the most effective ones to repeat
10. We track source of business and know what two or three activities generate 80% of our sales
11. We have trialled alternative media and know which activities will deliver a predictable stream of new leads
12. We plan around the 20% of methods which generate 80% of sales
13. We track and monitor strike rate at least quarterly
14. We maintain a system for following up leads
15. We regularly survey customer satisfaction
16. Front-line staff have had comprehensive service training to and monitor lapses in service delivery through mystery shopper programmes
17. We have a forum for identifying where we are falling short and changing the way we do things to better meet customer needs
18. Customers can tell at a glance from our logo and name the sort of business we are in and the position we hold in the market
19. Our logo has been updated in the last seven years
20. Our print ads have one strong headline, some graphics, a call for action and an expiry deadline
21. Our ads, brochures and web site are clearly a “set” related to each other showing consistent application of logo and layout and why you should deal with us
22. Our web site reflects who we are and is up to date
23. We have tested which key word phrases are most commonly used in search engines, monitor our position on key words, and optimize our site annually with search engines
24. We have a programme in place to actively drive traffic to our site and encourage surfers to sign up to receive tips
25. We monitor exit pages and alter our web site to suit
26. We actively measure whether the sales to certain customer segments and of certain products are growing or declining and take action to introduce or phase out products/segments
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