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Why it pays to stay in touch with past customers — and HOW to do it well
Past customers have already spent some of their money with you. They know you. They are comfortable with you. Your branding is a “familiar face”. Assuming they received excellent service from your business, there is no reason why they won’t be enticed to do so again.
There’s only one real problem — you can’t rely on them to remember you when they need your services again!
If you've been in business a while, chances are there are a large number of people out there who:
- have used your services in the past
- were happy with what you did for them
- were satisfied with the value of the service you provided
- would use your services again…
...if only you would remind them to do so!
When you develop your marketing plan, make sure you include a way to connect with this VERY important group of people, to remind them of the benefits they will enjoy as a result of calling on your product or expertise again.
There are lots of ways to do this and, in general, you will produce a result for FAR LESS than your normal marketing.
FACT: It costs you roughly six times MORE to bring in a NEW customer/client than it does to bring back a PREVIOUS customer.
A word of warning though…
Whichever way you choose to contact these people, be mindful not to do anything to jeopardise the relationship.
The past association you have with these people is very important. When contacting them, it is a mistake to simply fling a bunch of brochures or offers in the mail.
If you do this, you join the general marketing clamour and, worse, you may actually degrade the relationship by failing to recognise them as people you know and value.
Sending a pile of junk in the mail will only antagonise your clients — a pile of junk says: “Even though you know me and have used my services, you are really just a name on my list. Here, cop this!”
Far better to send a warm, PERSONALISED letter, along with any other literature — this will set you apart from your competitors who do not have the same relationship.
Action Plan...
Here are 6 quick and easy ways to keep those lines open.
- Send a personalised letter to tell them about a new product or service.
- Send information that is relevant to a change in season or circumstances.
- Offer to re-furbish or service or upgrade their purchase.
- Suggest additional services that will add to those you have already provided.
- Send an information-based newsletter.
- Ring them up to say “g'day”.
We have years of experience and a host of ideas that will help you to get the best possible results.
You’ll be surprised at just how much MORE revenue you can generate for LESS outlay, with the right approach.