Marka Outlines The Principles Behind a ‘Customer Nurture Program’ (Part II)

Last time, Fire Enterprises, Inc. (FEI) President Org, Marka the marketer, Zoot the salesperson and Numo the accountant covered the basic principles of a “Customer Nurture Program” (CNP) for targeting businesses. Today, these same characters discuss cost advantages of the CNP compared to in-person sales calls. Remember, fire = print.

Org plucked an olive out of a jar by his desk and dropped it in his mouth. “Olives?” he offered the tribe, glancing out his window at the grey day outside.

The tribe knew that jar had been in Org’s drawer since the days of Prometheus. They were hungry, but not that hungry.

“Thanks, Org, but we’re saving our appetites for lunch,” Marka said, rubbing her belly.

“How are we going to implement our new Customer Nurture Program?” Org asked, leaning back in his heavy oak chair contemplating the authoritative sounding acronym CNP.

“This program will help us maximize the use of Zoot’s sales force by letting them focus on the most promising prospects in person, while still keeping in touch with everyone else,” Marka explained. “There are lots of ways to get our brand and message in front of important business influencers at important companies.”

Zoot, the consummate people person, was skeptical. He grabbed a comb out of the pocket in his toga and ran it through his shiny black hair. “We don’t want any customer or prospect to feel neglected.”

“Of course not,” Marka said. “But your sales runners can’t be everywhere at once. The idea is to provide information that speaks to our customers’ needs in an entertaining, usable way, which will reinforce our reputation for being reliable and a source of knowledge. Then, they’ll think of us first when they need fire. A Customer Nurture Program is a cost effective way to keep the FEI brand in front of our repeat customers and hook new ones. We show them we care about their needs, at a fraction of the cost of one of your sales calls.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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