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Dan Kennedy - Gratitude As A Marketing Strategy
Ultimate Lead Generation Machine
By Dan Kennedy
Many years ago, I took over a business with mammoth collection problems: almost all of
its customers had open accounts and paid their bills ten to...
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Dan Kennedy - Gratitude As A Marketing Strategy
Ultimate Lead Generation Machine
By Dan Kennedy
Many years ago, I took over a business with mammoth collection problems: almost all of
its customers had open accounts and paid their bills ten to sixty days late (except those
who didn t pay at all).
We quickly instituted a number of corrective measures, including
tighter credit controls and policies, interests charges, a sequence of past-due notices, and
collection calls.
However, we also instituted a positive strategy.
We started sending handsigned thank you notes for prompt payment to anybody who did pay on time.
.
.
those who
were almost on time.
.
.
and even late payers who responded to a past-due notice.
Guess
what happened? Those customers who received thank you notes became better paying
customers.
I know a Doctor who started a procedure of giving fresh, long-stemmed red roses to his
women patients who showed up for their appointment on time, or paid their bills on
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