All companies have a database of existing clients; but too many companies just ignore it. They’re ignoring potential to increase sales to these customers and to make profits as a result!
Consider this scenario…. a sales person making contact with an existing customer…..
“I was the company that sold you ‘X’ 2 years ago. I haven’t kept in touch, I’ve been busy, but you are a valued customer (ha ha) and I need to sell you something now and so I thought you could sign here. Okay with you?”
Sadly, a familiar tale. I’d say no. You didn’t keep in touch, so I’ve found another supplier who doesn’t ignore me. You value me now when you need to make a sale.
You’ve worked hard to secure the first sale from a new customer; so, follow it up. Check they’re happy with the purchase, do they have any questions, concerns or comments? Keep in touch; remind them why it was a great idea to buy your product. Decide on the best contact method and regularity with each customer.
Here are some golden ‘R’ rules to remind you…
- Reinforce in customer’s minds that they made a great choice buying from you. Do this regularly.
- Repeat. Depending on re-purchase cycles for your product keep customers up to date. Once you’ve made a sale you should be selling in the next sale, right now. Amazon does it every time and so should you. This is what Amazon does when you buy a book:
- First email – “Thanks for your order”
- Second email – “Order dispatched”
- Third email – “Customers who bought ‘X’ also bought ‘Y’ and ‘Z’”
- Fourth email – “Deal of the day” or “Special Offer”
- Fifth email – “New releases out soon so why not pre-order, etc.”
- Remind them you’re still here and what you offer, what’s new, improved, on offer etc. Little bits of regular information are better than a 6-monthly newsletter. Regular touches (contacts) keep you at the front of your client’s mind. Make sure each contact adds value; don’t forget to include a call to action.
- Renewals. Don’t wait until the annual renewal date, e-mail or call every couple of months. Give them something extra…. For example; if it’s a commercial insurance policy you might remind them that ‘winter is coming - don’t forget to top up the antifreeze in all of your fleet vehicles’. ‘Metal theft is rising – remember to lock up cables, metal, etc’. It’ll be easier for you to close the renewal if you’ve built that relationship. If you don’t talk to your client, someone else will!
- Because you’ve kept in touch, clients will remember you and should be happy to recommend you to friends, family and colleagues. You know what happens at the pub? Someone mentions they’re looking for a new sofa and someone replies… ‘Try ABC Ltd, I bought mine there. Price is good and the service was excellent.’
- Refresh your contact lists regularly; capture accurately any changes in their contact details. What would you do if your main contact leaves a client company, to move to another? Protect yourself by having multiple contacts at each client company. Lots of business is lost when a key contact leaves, but if the existing client is happy and they know you, they’ll continue to buy from you. An upside is that you should gain a new client when your old contacts settles into their new role.
- Request. Always ask for the business. Always have a call to action; a simple call me, e-mail me click this link to my website is a good starting point.
- Reciprocate where you can. If you can procure from a client then do, keep it in the family.
- Refer. Understanding what your clients do in a business to business environment means that you should be able to give them referrals. Soon they’ll be referring too.
If you want customers to remember you; you must put in the effort. The result: lots more recommendations, referrals and repeat sales, along with higher profits for your business.
Related Articles: 41 Secrets of Customer Engagement and Customer Retention Strategies.
What is your favorite tactic to make sure that clients ‘Remember You’?