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You are here: Home / Enrollment Options / About Preferred Customers

About Preferred Customers

June 11, 2016 By admin Leave a Comment

“All animals are equal, but some animals are more equal than others.” This is the line I remember from the book, Animal Farm.

Substitute customers for animals and you’ll be good. Customers who purchase more frequently and spend more money have a greater value. All customers are not alike.

Maximize Customer Value

The goal of every business should be to maximize the value of the average customer. One of the best ways to do this is to reward your most valuable customers (or those who you believe will become your most valuable customers) with benefits not provided to other customers.

The benefits could include:

  • lower prices
  • lower shipping fees
  • free products
  • product credit

Often, these types of benefits are provided only to customers who participate in the company’s Autoship program.

Customers and Representatives

When it comes to benefits, think of your representatives as customers who happen to sell and recruit. Be sure to offer to customers who are representatives the same or better benefits offered to customers who aren’t representatives.

Be Clear

If you use the term “preferred customer”, create a definition for preferred customer and use it in your marketing materials. All preferred customers should know who they are.

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Filed Under: Customers, Enrollment Options Tagged With: preferred customer

About Jay Leisner

P15Jay Leisner, the President of Sylvina Consulting, is a top compensation plan and direct selling expert, a trusted adviser to new and established network marketing and party plan companies. For more than 30 years, Jay has enjoyed assessing and improving party plan and network marketing companies across the globe.

Direct Selling Startup GuideJay Leisner and Victoria Dohr authored the top-rated book for new and young network marketing and party plan companies, "Start Here: The Guide to Building and Growing Your Direct Selling Company".

Available in English and Spanish. This startup guide contains 250 pages of wisdom that will guide you through the right steps to start and continue on your journey to build a successful direct selling company.

You will save thousands of dollars and hundreds of hours of your time using the information you will read in our book.

Direct Selling Edge ConferenceSylvina Consulting and ThompsonBurton sponsor the two-day pure education "Direct Selling Edge Conference" for new and young direct selling companies in different cities. The wisest direct selling executives never stop being students. They seek out opportunities to learn more. They understand that the long-term success of their companies depends on how much they know, so they make efforts to keep learning.

In 1986, Jay began his career in direct selling by working for a major direct selling software provider. First as a software developer and later as a project leader and a business analyst, Jay worked closely with new and established network marketing and party direct selling companies to provide them with software solutions to meet their unique requirements.

Jay contributed in many ways to the success of large implementation projects for many companies. Jay also worked with dozens of smaller companies to assist each of them in various capacities to provide them with the systems they needed to help their businesses to grow faster.

Along the way while working with them, he learned the secrets of successful direct selling companies and the challenges faced by them. In true entrepreneurial spirit, Jay’s decision in 1999 to start Sylvina Consulting as a direct selling consulting company was driven by what he saw was a need for answers, advice, and solutions.

In 2004, 2006, 2009, 2014, and 2018, Jay gave presentations on compensation plans, recognition, and field leadership development at conferences held by the US Direct Selling Association.

He traveled to South Africa in 2015, 2016, and 2017 to conduct workshops on compensation plan design and recognition programs for member companies of the South African Direct Selling Association.

In 2017, Jay spoke at the Canadian Direct Sellers Association Meeting on the importance of recognition.

More than just a compensation plan expert, Jay is exceptionally skilled at advising new and established companies on business strategies. Before offering advice or solutions, he asks important questions to understand each client’s specific concerns and goals.

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