Avionics News January 2013 - 57
relevant. If these numbers are low, tweak your messages – from stronger subject lines to more useful content – as well as your timing and frequency. The last, and most problematic, are unsubscribers. According to anti-spam laws, you are required to offer email recipients the opportunity to do this on newsletters and other non-personal email. If more than 5 percent of your customers do, rethink your schedule and messages. A personal follow-up to each may help. 5. Nurture by stage. Follow up your entry-level nurturing with contacts that target warmer prospects. According to Eloqua, this comprises five stages. First, explain “Why us?” Communicate solutions you provide to their needs, and demonstrate your value proposition versus competitors. Show your effectiveness by providing customers case studies and testimonials. Second, help the customer speed up the decision. Provide information on financing or offer a free consultation to create a diagram of their dream panel. Invite them
to exclusive opportunities, such as a webinar on using new avionics or an invite for a VIP event. Third, when the customer has decided to purchase, walk them through the process. Thank them enthusiastically and offer a white paper, video link or personal call that identifies each step, from booking a hotel room and flying home, to retrieving the airplane, test flying and departure. Make them feel like it’s a premium experience. Fourth, follow up to keep the customer loyal. Check in to make sure he or she is happy, and offer tips and tricks to ensure they get the most out of their purchase. Finally, measure how many leads make the jump from prospect to customer and how long it takes. Re-engage customers you haven’t heard from lately – if only to determine whether or not they should remain in your database. Following leads allows you to build a connection with the majority of your prospects – those who are qualified but not yet ready to buy. With some effort, it will pay off. And when it comes to new customers, ultimately, they are too valuable to let off the hook. q
Honeywell
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avionics news
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january
2013
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Avionics News January 2013
Table of Contents for the Digital Edition of Avionics News January 2013
Point of Communication
AEA Now
The View From Washington
International News and Regulatory Updates
Renewal & Revival in Albuquerque
Member Profile
Change of Ownership
Avionics News Celebrates 50 Years of History
A Conversation With...
Ten New Year's Resolutions for your Business
Aviation Aces
Member Profile
Business Basics
Using Inspiration to Motivate Today's Students
AEAviators
Legal Ease
What's New
Avionics News January 2013 - Intro
Avionics News January 2013 - Cover1
Avionics News January 2013 - Cover2
Avionics News January 2013 - 1
Avionics News January 2013 - 2
Avionics News January 2013 - 3
Avionics News January 2013 - Point of Communication
Avionics News January 2013 - 5
Avionics News January 2013 - AEA Now
Avionics News January 2013 - 7
Avionics News January 2013 - 8
Avionics News January 2013 - 9
Avionics News January 2013 - 10
Avionics News January 2013 - 11
Avionics News January 2013 - 12
Avionics News January 2013 - 13
Avionics News January 2013 - The View From Washington
Avionics News January 2013 - 15
Avionics News January 2013 - International News and Regulatory Updates
Avionics News January 2013 - 17
Avionics News January 2013 - 18
Avionics News January 2013 - 19
Avionics News January 2013 - Renewal & Revival in Albuquerque
Avionics News January 2013 - 21
Avionics News January 2013 - 22
Avionics News January 2013 - 23
Avionics News January 2013 - Member Profile
Avionics News January 2013 - 25
Avionics News January 2013 - 26
Avionics News January 2013 - 27
Avionics News January 2013 - Change of Ownership
Avionics News January 2013 - 29
Avionics News January 2013 - 30
Avionics News January 2013 - 31
Avionics News January 2013 - 32
Avionics News January 2013 - 33
Avionics News January 2013 - Avionics News Celebrates 50 Years of History
Avionics News January 2013 - 35
Avionics News January 2013 - 36
Avionics News January 2013 - 37
Avionics News January 2013 - 38
Avionics News January 2013 - 39
Avionics News January 2013 - A Conversation With...
Avionics News January 2013 - 41
Avionics News January 2013 - Ten New Year's Resolutions for your Business
Avionics News January 2013 - 43
Avionics News January 2013 - 44
Avionics News January 2013 - 45
Avionics News January 2013 - Aviation Aces
Avionics News January 2013 - 47
Avionics News January 2013 - 48
Avionics News January 2013 - 49
Avionics News January 2013 - Member Profile
Avionics News January 2013 - 51
Avionics News January 2013 - 52
Avionics News January 2013 - 53
Avionics News January 2013 - Business Basics
Avionics News January 2013 - 55
Avionics News January 2013 - 56
Avionics News January 2013 - 57
Avionics News January 2013 - Using Inspiration to Motivate Today's Students
Avionics News January 2013 - 59
Avionics News January 2013 - 60
Avionics News January 2013 - 61
Avionics News January 2013 - AEAviators
Avionics News January 2013 - 63
Avionics News January 2013 - Legal Ease
Avionics News January 2013 - 65
Avionics News January 2013 - What's New
Avionics News January 2013 - 67
Avionics News January 2013 - 68
Avionics News January 2013 - 69
Avionics News January 2013 - 70
Avionics News January 2013 - 71
Avionics News January 2013 - 72
Avionics News January 2013 - Cover3
Avionics News January 2013 - Cover4
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