7, 2003 Volume 2 Issue 28
Welcome to 2003
The 3rd year of the first decade of the 21st
Century in the Gregorian calendar is here.
Trust your holidays were wonderful. That you enjoyed family and
friends ... and caught up on "resting". Or reading. Or skiing. Or whatever you
The current age is one of Survival. For many, biz
has been stinky for about 30 months. It will get better - as long as we work at
A year ago I wrote an article titled "Do we have too much
time on our hands?" Most likely you did not see it. It is about what
makes us tick. If you did read it 12 months ago, it's time for a review. If not,
here it is again.
for a beginning to the New Year.
You can bring "It IS What's Next!"
to your group
I am ready to share this full and exciting program with you. (Visit It IS What's
Next! -- click here.)
And I'm ready to do it today. To book an hour or two to give you this
different, interesting, meaningful, warm and true action presentation.
To your club. Your company. Your organization. Your association. Any group
you have. At any place. At any time. For any reason.
It IS What's Next! is available to you as a Keynote Address.
As a special program. As an opening or closing presentation. As a different
/ unique session.
This event puts everything into perspective. i.e., people are more important
than "stuff", or "things". It demonstrates what is first in life. What
is first in business. It works at home. It works at the office.
Interested? E-mail me; Ray@RayJutkins.com
and let's make it happen. I look forward to hearing from you. Soon.
It IS What's Next!
Three times in early January Ray is sharing this story. And you are
The first is Monday, January 6, 2003 at the Shared
luncheon - at the Doubletree in Phoenix.
Saturday, January 11 is a double-header; The Leukemia
& Lymphoma Society of Arizona is hosting a special event at Apache Junction in the morning.
Ray is speaking at noontime.
That same day at an evening event, in Scottsdale at the Virginia G. Piper Cancer Center, Ray is the dinner speaker.
You are invited to attend any or all of these events!
. . . a loose thought . . .
Loyalty business ... or New business?
The online edition of Sales & Marketing Management
shared a thought about
That could be in trouble during these Survival (my
word) times. The idea has been "stewing" with me since I first read their words.
The article begins this way;
"Firms may become too dependent upon repeat customers. Too much
loyalty can actually be bad for business. A new study ... finds many companies
grow complacent when most of their business comes from repeat customers. That
can lead to dependency and sluggishness when it comes to drumming up new
And continues ... "Although repeat business is often more
profitable and is a criticalmeasure of customer satisfaction and loyalty, new
clients are a vital source of growth and innovation," says Julie Schwartz,
author of the report.
Interesting thought. And probably true. Although I in no way
feel loyalty programs are bad. They do get kicked about a lot - more than they
deserve, in my opinion.
Why to the kicking? And why is it out of line?
Simple answer; One side of our marketplace wants personal 1:1
identification and service. We want it often, and we almost "expect" it to be
i.e., we are saying our suppliers, services and stores, places
where we do business, are supposed to know who we are, what we want, how
we act. And then we are saying "NO! ... I will not give you information, or the
right to it." It's an oxymoron situation.
Service - which is what loyalty has become, an offering of an
abundance of extreme service - and privacy, are kicking each other. Making it
tough to build loyalty the way the customer expects. And ... to make a profit
for ourselves while doing so.
The study from Ms. Schwartz says an over-dependency on repeat
customers may have negative ripple effects. For instance;
Training dollars slip ... firms cut the investment in
education.* Customer contact wanes ... sales & service reps spend less than
half their time in actual customer activities, focusing more on travel,
"busy" tasks, and professional development.
In my history there was a time I stopped looking for new
business. Then, very quickly ... within 60 days ... I lost 2 of 3 of my big
accounts. It took me 9 months to catch up, a year to be even. I have NEVER
stopped looking for new business since.
So, although I truly love loyalty programs - in this age of
Survival we must continue to look for new business, too. It isn't
As we begin another year, let's ask Anonymous to share advice on
how to do it right. With a slight urge forward ... maybe even a kick;
"Only those who risk going too far will ever know how far they
Let's see how far we can go in 2003.
"Quotes with Direction" has been a part of my web site collection
from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/.
There's a new batch up every 4 weeks.
Ray's Product Offers
BONUS: when you invite me to speak at your special event,
conference, corporate meeting or association gathering, you get your
choice of 100 FREE copies of either my book, or the audio/booklet
direct mail package titledMagic Marketing Minutes!
Everyone can learn.
And those of us who've been in business more than a day and half ...
well, we can learn, too. Many times I find myself being reminded of things
I know ... and forgot. Or at least forgot to use. Knowing and doing are
two completely different things.
Well, just maybe my collection of products is something you - or some
of your team - can learn from.
For details on every product, and to place your order,OR to book
Ray to speak and thus get your BONUS!, visit Marketing Products at www.magicmarketingminutes.com/.
Or fax 1+810+815-2520. For questions on quantity orders phone Ray
A FREE Audio Tape for YOU!
Because Ray Speaks ... it is expected he'll have audio and video tapes.
Why? To share with speakers bureaus, meeting planners and others interested
in what he may have to say. So "yes", there is an audio
tape. And he'll be happy to send you a copy. FREE. No strings attached.
The tape is a selection from several speaking gigs. A few case histories,
some "how to..." ideas. And such. About an hour's worth
of chatter ... some of it actually very entertaining!
If you'd like you very own copy, send an E-mail to ...
with your complete mailing address.
Your tape will be on the way to you within the day.
Oh, when you have a need for a speaker, and feel a demo video tape
could be valuable to you, just ask for a copy. Not much use for video
these days - with the Web - still, we'll be happy to forward one to
Magic Marketing Minutes
Prospecting for New Business (part I)
If you use Direct Mail
to find leads for your sales staff here are 9 things you might want to think about ... from your prospects point of view.
Why? Because as your prospect looks at your piece of mail
here are some things they will be thinking about;
#1). Does this package look interesting to me? Do I want
to open it?
#2). Is the offer a good value for me, the prospect!?
#3). How does this offer compare with others? What is
the competition doing?
#4). Is it easy to get more information? Or is it
#5). If I respond, what happens next? How do I do
business with these people?
#6). How long is all this going to take? Timing is
important to me!
#7). If we do go to work together am I going to be
satisfied? And if I'm not, what happens?
#8). Do I really want to do any business with this
company? How do I feel about these people?
#9). Will this company provide me with new ideas -
will they be my friend? Will we be happy together?
9 things your prospects think about when they receive your mail. Have you covered each of them?
"Learn like you'll live forever."
A quote from Mahatma Gandhi. And something I live by.
Planning ahead - I'll be at Direct Marketing Thailand August 2003. Learning
& speaking. You may wish to be there too. "Click
here" for the early news; DM Thailand 2003!