If You Fail To Capture Contact Information From Prospects,
You’re Killing Future Sales—And You Don’t Even Know It.
Written by Rich Harshaw.
A few years ago, a guy from a local Chipotle knock-off called “Planet Burrito” dumped a stack of coupons off at my office. Each paper in the stack actually included three separate coupons… two of them were for “Buy One Get One Free” and the other for “Free Entree With Drink Purchase.” Since their burritos cost about $7 each, the coupons were actually worth quite a bit. In fact, the bearer of the “Free Entree With Drink” coupon could actually walk in there and eat a full meal (with a drink, of course!) for a paltry $1.66 including tax.
So what did we do? Naturally, half my staff and I ate at Planet Burrito for free or half-price for most of the next month. It wasn’t our fault the guy gave us practically infinite coupons. We actually started to feel a little bit guilty. Especially when we looked around and saw that most of the other customers were getting out of there for less than two bucks.
So… did Planet Burrito ever once ask me for my name, address, or email? Of course not! They did have an offer on the back of the coupons for a free cruise drawing. Unfortunately, the part where you fill in your name was opposite of the coupons that the cashier would tear off (leaving nowhere to write your name if you did want to enter the drawing), and the cashier never did ask us to fill anything out.