Let’s be honest. Most businesses, especially offline businesses, don’t treat their current customers like the gold they are.
Once customers buy, there they sit – largely forgotten. Oh, they might get a sales flyer now and then, but they’re not marketed to very effectively.
By and large, businesses are so busy chasing those shiny new customers that they let current customers fade away. Sometimes “old” customers drift into indifference (forgetting about you completely), or they’re miffed that you don’t check on them to see how they like your product.
After all, they spent good money on your product and are seeking a relationship with you — and you’re blowing it.
These customers would be your biggest cheerleaders if you’d just put forth a little effort to contact them. Instead, they aren’t impressed…and worse, they let others know it.
Don’t Make the Huge Mistake So Many Do
Is it easier to sell to someone who has already bought from you and knows the value of your product, or someone who doesn’t know you from Adam?
And is it cheaper to keep in touch with current customers or go after new ones?
You don’t have to do much to keep up with customers, especially if you have their email addresses. You can create a list and contact them whenever you want to. They want to hear from you, especially if you treat them like the preferred customer they are.
Keep Your Customers Close
If you haven’t yet done this, send them a letter offering some kind of freebie or bonus if they’ll just give you their email address. Let them know you’ll be contacting them regularly with tips and information.
Then do it. Build your list and contact them once a month or so. Give them some killer info to help them with their problems (I can help you with this if you can’t or don’t want to.) Make them feel appreciated with special deals or coupons. Get them in the door or to your website by offering something free. Heck, send them a card on their birthday, or send their spouse or child or dog a card.
Make it a Win-Win
If you find quality products others sell that you think they would like or use, you can offer them and make even more money from the same customers. I’m not saying you should cram their inboxes with sales pitches, but if you find something you know would benefit them, offer it.
A word of warning here: that product better be relevant and it better be good, or you’re not doing yourself any favors. Customers can smell hype and insincere pitches a mile away.
The name of the game is relationships. Establish a trusted relationship with your customers, and not only will they buy from you, they’ll send their Aunt Sally and the receptionist from work to buy from you too. When your competition tries to sell these folks, they’ll be loyal to you and turn them down.
If you need help getting started building relationships with your customers, let me know and I’ll be happy to see what I can do.
What do you do now to make your customers feel special?
Any ideas on how to improve on what you currently do?