Take The "Register, Renew, Refresh" Approach To Driving Stronger Revenues

By Scott Herron, CEO of MaintenanceNet, Inc.

Register, renew, refresh: these simple words represent the three "R's" of sales, and the cornerstone of every successful marketing program. Most importantly, they can make or break your ability to strengthen brand loyalty and improve revenues year after year -- even in a slowing economy.

The "register, renew, refresh" process is based upon knowing who your customers are and understanding the cycles in their buying behavior. To gain this type of insight, you must first take the time to assemble quality end-customer information. One of the best ways to do that is to establish procedures for effective registration of all products sold, along with associated service contracts.

A successful product and service registration program gives the supply chain ongoing access to important customer- and product-specific data related to goods sold, including end customer contact information, customer purchase order numbers, manufacturer sales order numbers, product serial numbers, service level information, service contract numbers and service expiration dates.