During August through December 2017, my team and I delivered a project for a small company, Greeks & More, and provided them with marketing consulting. We explain how our client can improve their customer service, increase the amount of new customers, and know how to retain loyal customers. We also discuss they can implement a loyalty program, and create a simple and enjoyable customer purchase experience. After analyzing our clients current customers, along with their current business strategies, we convinced them that should get involved with Social Media marketing, and CRM softwares.

1. Team 4WESOME:
Maximilian Mirra
Alex Malave
Andrew Gomes
Brandon Carr
Elizabeth Dunker
Hannah Eisenband
Final Project
At the final of our Contemporary Selling, we have comprised the following report. Within the
report contains the following information, our client description, the description of the target
market, an explanation of the consumer buying process, a sales plan to bring new customers in,
and the sales plan to retain and develop new customers and retain and develop loyal customers.
We have also included an overview of the actions to take before, during, and after the sale
process.
Client Description:
Our client is Greeks and More. Greeks and more is a custom embroidery apparel and accessory
store located near the University of Central Florida Area. The store is run by two business
owners Don and Ellen, who have been in the clothing manufacturing business for over 20
years. Greeks and More represents high quality products and services, and tailors them to the
Greek community at the University. Fraternities and Sororities are able to come into the store
and customize their clothing and accessories to fit their specifications. Customers are able to
create any idea and have Greeks and More bring that idea to life with their special embroidery
service. Our client Greeks and More can essentially design any wearable item and ensure a fast
and reliable delivery to the Greek Community.
Description of the Target Market:
Our target market consists of college students, students involved in Greek Life, students involved
with student organizations, and college athletes. Specifically, because our client creates high
quality embroidered products, our target market consists of connoisseurs of these types of
products. Most of our target market consists of students who are involved in activities while
studying at the University of Central Florida. Our client provides more than an athletic jersey or
a fraternity paddle, they provide their customers memorability with an emphasis on getting the
client what they really want.

2. Description of consumer buying process:
As Greeks and More aims to hit their target market, it is important to remember the buying
process and how it will better the customer experience. There are three different consumer
buying processes to consider including in-store purchases, online purchases, and over-the-phone
buying. The most traditional way of buying for Greeks and More is in-store purchases. This
means the consumer will go to the store and buy directly from the workers. This is the most
personal way and creates loyal customers for the company. Online purchases are not as prevalent
for the company, but can be when Greeks and More updates their technologies. By taking
advantage of different technologies, Greeks and More will be able to have personalized services
with customer services online that will allow consumers to have a good experience even if they
are not physically there. Finally, a consumer can buy over-the-phone. In this buying process, a
consumer still gets the personal touch of customer service, but can work from any location. It is
important to recognize the different ways consumers buy from Greeks and More, so Greeks and
More can improve these methods in the future.
Sales plan to bring new customers (before, during, and after):
Our plan to help Greeks & More to bring new customers in will look like the following. For the
before actions of the sale we advise Greeks & More we told them to not rely on word of mouth.
We mean that they should not only rely on people coming to them through a reference. Up and
till this point, they have be very successful through word of mouth recommendations, but they
can substantially grow their business if they put in the effort to push their business to the leads
and prospects. We suggest that they should have sales representatives go to the Greek and Club
community at UCF. With this, even before leads and prospects buy from them, they will be
provided with information on new products, and even have demonstrations as to how the product
will look. This is necessary so that the leads and prospects will have the information they need to
answer any questions they had. We also suggest that Greeks & More should upload video
tutorials on their website to walkthrough the customization process. At the moment we have
learned that it is confusing at times to do this, and if Greeks & More simplified the process, they
could legitimize more prospects into customers. And most importantly, we have suggested that
they enhance their online presence because not all customers are only on one channel. They
should create a Facebook page along with another social media platform so that Omni-channel
customers can do their research before buying.
The next step in the sales process to bring new customers in, is to focus on the “during” the sale.
Within this step we have suggested that our client keep the buying process simple. There is no
need to complicate things, because it only leads to more confusion and less conversions. We also
suggested that they could offer an incentive for new customers to purchase by using a customer
promotion. Some ideas would be X% off their first purchase, or for new customers to enter a
contest for a chance to win a customize item. We also emphasize that Greeks & More should
have their online platform have all the information a prospect or customer shall need to answer
any of their questions.

3. The last step to bring in new customers in the sales process is “after” the sale. This last step is
crucial and could make or break the customer’s experience. Greeks & More should implement an
Email Marketing strategy. This would be used to keep the relationship going that they
established with these new customers. They would thank the customer for their service, and keep
them up to date with new product releases and any events that they plan on doing. Greeks &
More should also have their communication channels open for customers to ask questions about
the products they bought. We also recommended that they create a loyalty program which
entices new customers to repeat their buying. And lastly, when they establish their online
presence, they should share what their loyal customers liked about their experience from Greeks
& More to promote to other new customers. They could ask new customers to fill out a simple
survey to ask how the experience was and how they can improve in their service.
Sales plan to retain and develop loyal customers (before, during, and after):
In order to retain and develop loyal customers it is vital to have consistent communication.
Greeks and More is a very old-fashioned company so when it comes to social media they are not
well educated. Email campaigns were introduced to Greeks and More in order to establish this
consistent communication of bringing in the customers as well as follow ups after that consist of
surveys on their shopping experience.
Another idea of retaining and developing loyal customers that was brought to Greeks and More’s
attention was to implement a Brand Ambassador program with one or two of their loyal
customers that they feel would be a good representation of the brand as well as someone who
could thoroughly explain their business. The job of the Brand Ambassador would be to create
potential leads, following up with them before their purchase as well as reaching out after to see
how their experience was. The Brand Ambassador would travel to every Greek affiliated house
on campus as well as the sports teams and non-Greek life fraternities to educated students on the
opportunities with Greeks and More.
Another recommendation made to Greeks and More was a loyalty card where customers have to
attain a certain amount of punches, representing purchases at a certain price, resulting in some
sort of reward, such as a discount or free item. Along with a punch card, a recommend a friend
discount code with the Brand Ambassador’s name on a Greeks and More business card in order
to spread the company’s name as well as getting those loyal customers to the actual store
location.
Conclusion:

4. To bring things back, the first step to developing a successful business is understanding the target
market. The target market being the Greek life, UCF athletics and clubs on campus. By
understanding these target markets, it will be much easier to increase profits dramatically. By
understanding the target market, establishing an online presence will be easier because all the
website and content will be tailored specifically towards the target demographic, ensuring
college students are able to notice the company and what it has to offer. By examining the
current buying process, weaknesses can be identified in order to improve the business with future
improvements. These two components will help ensure the buying process is not only easier, but
will increase profits due to the accessibility, how tailored the buying process is to college
students and the one-on-one buying process.