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A.R.C.U.S

Early-Season Revenue generation. A.R.C.U.S. Client Interest Timeframe B ased On Web Leads. We Want To Improve Efficiency Here. Example: 10,000 post cards or doorhangers Response Rate 50-100% greater on Nov. 7 versus October 7. Mailing/distribution costs are the same

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A.R.C.U.S

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  1. Early-Season Revenue generation A.R.C.U.S

  2. ClientInterest TimeframeBased On Web Leads

  3. We Want To ImproveEfficiency Here

  4. Example: 10,000 post cards or doorhangers Response Rate 50-100% greater on Nov. 7 versus October 7. Mailing/distribution costs are the same We must begin generating revenue, but money is best-spent during peak times! What We See…

  5. YOU CAN’T WAIT! Today’s Consumer Is On Their Own Timeline, and Makes Decisions Based On THEIR NEEDS, Not Yours!

  6. Seasonal?Not Any More! Best Practices Customer Behavior Outside Forces For Best Results, Christmas Decor must be recognized as a business that requires year-round activity!

  7. What Are We Facing? • Veteran Franchises • Diminishing Returns On Marketing • Less “Low-Hanging Fruit” • Market Changes • More Options • Consumer Comfort • Ambiguity

  8. EmbracingThe Changes • Adding Revenue & Profit vs. Adding Clients • Heading Losses Off At The Pass • Timing Is Everything • Become Less Dependent On New • Protecting Your Client Base • From Competitors • From Service Issues

  9. A.R.C.U.S • Represents A Change Of Mindset • A System Of Best Practices • ESPECIALLY Effective For Veterans CAPITALIZING ON OPPORTUNITY!

  10. The Problem,At A Glance $200,000 Franchise 65% Retention THIS FRANCHISE MUST REPLACE $70K IN LOST CLIENTS EVERY YEAR!

  11. A.R.C.U.S A.R.C.U.S give you steps and considerations to follow to ‘get ahead’ of non-renewals, competitors, lost revenue, and peak-season stress. It takes the devotion of time, money and other resources at a time of year you are not used to.

  12. Assessment Retention Cross Selling Upselling Salvaging

  13. Assessment • The First Step • Face Reality • Evaluate where you are as a company • What you REALLY are willing to do • If you can’t/won’t, don’t, but don’t expect a result

  14. Assessment The Questions: • Have I been aggressive in my revenue generation efforts in the past? • Have I effectively targeted key neighborhoods with my lead generation activity? • How long have I done it? • Do I still have untapped areas?

  15. Assessment The Questions: 2. Is my market familiar with me as a holiday decorating company? 2a. Is my market familiar/comfortable with the concept of hiring a professional?

  16. Assessment The Questions: 3. Am I willing/able to devote the necessary time / money / focus to my Christmas Decor business throughout the year?

  17. Assessment Objective Determine how effective peak season efforts will be Determine market receptiveness/auxiliary tactics Determine the possibility/effectiveness of A.R.C.U.S efforts

  18. Retention It’s Important Enough For The Effort! Why People Leave Timing Touches=Retention You Can Impact Your Number There Are Tools To Use

  19. Retention Key Service Components ANNUAL Consultation-earlier the better Follow Up After Install Proactive Service Visits (2 is best) Incentives for Add-Ons Follow Up After Takedowns Custom Design/Install Service Included Clean Up After Removal (Spring, If Necessary)

  20. Retention 85% 75% 62% 56% 52% Execution of Key Service Components

  21. Retention Tools • Service Commitment Checklist • Guide Your Service • Quantify The Experience • Promise

  22. Retention Tools • Early Renewals • Beat competition to the punch • Address service issues • Save Time During Peak Season

  23. Retention Tools • Client Life Cycle • Schedule of Annual Contacts • Outlines Client ‘Touches • Training

  24. Retention Tools • Service Door Hanger • Proof of Visit • Quantifies Service • Referral Card

  25. Cross Selling Often Overlooked Sales Presentations BEFORE Busy Season Works Both Ways (CD to Core, Core to CD) Ignore The Myths - Clients Want To Know

  26. Cross Selling • Incorporate CD into core business sales • Trifolds • Identify Clients who ‘fit the profile’ • CALL THEM • Script • Mail Them • Free Rider • Ask for referrals • Scratch Off Cards

  27. Cross Selling Service Tri-fold Present at core business sales calls

  28. Cross Selling 1/3 Page Free Rider Insert In All Billing Statements

  29. Cross Selling Referral Scratch Off Card Serves as a reminder (for you and them) Makes it easy for client

  30. Cross Selling CD Gift Card Special Incentive For Crossover

  31. Upselling • Only 10% Max Out • Opportunity To ‘Touch’ Client • Get Early Commitments • Reinforce Service • Profitable Revenue • Not Just Core Items

  32. Upselling • Set Appointments • When Experience Is Fresh • Get In Front Of Them • Incentives • Work From Last Year’s Proposal • Don’t Expect 100% • 15% Is A HUGE Win • Show Them Their Options

  33. Salvaging • Why Did They Leave? • Calls or at non-renewal • Condition Versus Objection

  34. Salvaging Non-renewed Clients • 28%, annually Expectation: 2-5% Phone Calls Mailing Letter Flyer Proposal Gift Card Unclosed Proposals • 48%, on average Expectation: 3-12%

  35. Salvaging • Salvage Letter • Invites them back • Offers Incentive

  36. Salvaging CD Gift Card Extra ‘nudge’

  37. Case Study2012 Season Sample Franchisee Franchisee since 2003 $162,000 in Gross Residential Sales 132 Residential Clients $1,227 Average Residential Sale Historic Retention Rate: 62% 520 clients, Just over $500K Core Business

  38. Case Study2012 Season Assessment Sent Out Renewals In September Moderately Aggressive With Lead Generation Two Formidable Competitors, Several Others Frustrated With Results, Diminished Returns Frustrated With Lack Of Growth Spent Marketing Budget Getting Back To Prior Year’s Numbers Willing To Change

  39. Case Study2012 Season Assessment Market Somewhat Familiar With Him Market In-Tune With Holiday Decorating 20% Of Territory Untouched

  40. Case Study2012 Season Retention Goal - To Get Retention Rate To Average Implemented Service Commitment Checklist Tried To Execute All Areas, About 60% Effective in his assessment Began Calling Clients in Feb. 2012 for Renewals

  41. Case Study2012 Season Cross Selling Identified 120 Landscape Clients To Call Called Between February and June 2012 Offered $100 Gift Card Presented CD Trifold During Spring Sales Calls

  42. Case Study2012 Season Up Selling Began Calling Clients In February, soliciting for early renewals Attempted to set appointments Focus On Items Not Selected Previous Year Asked For Referrals From Clients

  43. Case Study2012 Season Salvaging Mailed approximately 250 letters to unclosed prospects, some were 4 years old Mailed approximately 150 letters to non-renewed clients Made NO phone calls Included $50 CD Gift Card

  44. Case Study2012 Season Results Retention - Improved retention to 68%, a difference of $9,720. Cross Sales - Closed 6 sales for $8,130 in revenue, received 5 referrals, closed 4 for $4,900 Upselling - 26 clients added $157 avg, for $4,100 Salvaging - closed 9 clients for $10,197

  45. Case Study2012 Season Results Added or Kept $37,047 by Oct. 15 Within $25K of 2011 total by Oct. 15 (committed) Gained Extended Results From Budget - Added Almost $50K to 2011 total Final 2012 Sales over $240K

  46. Update Improved Retention to 73% Cross Sales - 9 clients for $11,944 Upsells - $3,900 Salvaged 8 more clients for $7,200 Reported Over $285K in Sales

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