58. Mail to your BETTER CUSTOMERS monthly, featuring items
carried in the catalog- don't rely solely on the
once-or-twice-a-year catalog.

59. Use your catalog as a package stuffer-enclose one with every
order you ship. Your best prospect is the person who just placed
an order with you and received prompt and safe delivery of the
items ordered.

60. Be prompt in acknowledging orders (with thanks), answering
inquiries, shipping merchandise and making refunds or exchanges
if necessary. Remember the old adage of that great retailer
Marshall Field, "the customer is always right." Less than 2% of
the population will intentionally try to take advantage of you
and the other 98% are well worth cultivating.

...And just as every good mail order catalog has something extra
thrown in for good measure make the customer happier...here's an
extra tip for good measure!

61. If you receive a change-of-address notice from one of your
customers, immediately mail a copy of your catalog addressed to
"The New Residents at (the former address of the customer)"
because the new residents probably has tastes and interests very
similar to those of your customer-after all, he bought the same
house! To give this mailing added power, you might tip a note
onto the front cover of the book stating that "the Smiths used
our catalog regularly, maybe you'll find it equally useful."

Copyright 2004 DeAnna Spencer
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