Luxury Coach & Transportation

July 2018

Magazine for the professional limousine, charter and tour industry.

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LUXURY COACH & TRANSPORTATION JULY 2018 49 Leasing is Bright TITUS LEASING COMPANY - THE BRIGHT CHOICE Partner with Titus Leasing Company and experience the brightest ideas when it comes to leasing. Call us today to find out how we can help you improve your bottom line. 800-227-3965 I www.titusleasing.com pain points, solutions, and reasons they're buying from you. What I call extracting more market share out of their wallet requires a different sales process and content that needs to be delivered to have them re-engage so you can gain market share. And it's not one email. It's a series." Faeth closed his session by going over the two forms of con- tent you can deliver to customers: Entertainment and educa- tion. Either be funny and personal, or flex your knowledge of the ground transportation industry because you know more than your consumers do. "If you give great, valuable content, you're going to build a relationship. Your customers will trust you. And you don't ac- tually have to ask them to buy from you. e human element is where we can sustain. Focus 75% of your time on client re- tention, and 25% on acquisition." — Lexi@LCTmag.com one else will. You spend a lot of time and money to get them to this stage, so make it count. Reaching With Content Creation Faeth said every company represented at the Summit should have a content creator inhouse to help with marketing ef- forts. "at person needs to live inside of your business be- cause working for Operator A is probably different than working for Operator B. Although Operator A is one of the largest companies in our industry in the same market, the communication needs to be different. It becomes difficult for an agency to understand your culture, how you're selling, and what your underlying propositions are for each one of your customers," he said. He also confirmed the importance of a welcome email se- quence tied to the segmentation of the customer you're acquir- ing. "If you're aiming to win over DMC Donna, the bulk of the email series should be different going to her than it should be going to Travel Manager Tammy because they have different WHY IS EMAIL MARKETING IMPORTANT? 48% of salespeople never follow up with a new prospect 25% of salespeople make a second contact and stop 12% of salespeople make a third contact and stop ONLY…10% of salespeople make more than three contacts 2% of sales are made on the first contact 3% of sales are made on the second contact 5% of sales are made on the third contact 10% of sales are made on the fourth contact AND…80% of sales are made on the 12th contact (L to R) Mike Barreto receives a shoulder rub from Rick Versace as a part of a group activity to model how clients feel when they receive communications from you that make them feel uncomfortable.

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