Do you keep in touch with your clients often enough?
So you want to increase your sales? Whilst many people focus on chasing new business, very often, the answer’s already there. You’re sitting on a goldmine! I’m talking of course, about your existing client base.
Existing clients are (or should be) fans already. You’ve done the hard work in converting them from a lead into a sale. Now focus on maximising their potential. Perhaps that’s through repeat business, selling them another service or gaining referrals from them. Whatever you do, do something.
How many of us have had that sickening feeling when you discover a client has just spent money on a product or service from a competitor that you know they could have bought from you? Chances are, you haven’t annoyed them, you simply weren’t proactive enough at keeping in touch with them, so they drifted away. Perhaps they didn’t realise that you also offered that product? Maybe – horror of horrors – they’d forgotten about you!
Here’s the challenge that many small businesses face. With the right sales and marketing strategy you have the potential to retain and develop business from your existing customers, sell them other products they may not have realised you sold, keep yourself at the forefront of their memory so that they think of you next time they need something, and gain referrals! Phew! How to do it? That’s the challenge.
Here are a few ideas – both print and non-print based to help you on your way.
Keep in touch Don’t let apathy be the reason that your clients drift to a competitor. Create reasons to get in touch with people. Perhaps through a newsletter, free advice (rather like this blog), a monthly offer or new product launches.
Create a promotional calendar – plan how often you’re going to keep in touch and what you’ve got to say – a catalogue listing all of your products, new product updates, special offers – try to do at least one thing every month.
Cross-sell (sell alternative or complementary products). For example, if you’re a jewellery designer and a client has just bought some earrings, telephone them to let them know about the bracelet and necklace in the range.
Ask for feedback. Thank your clients for ordering from you, and ask them for feedback on how you’ve done. You may get a more candid response if this isn’t done face to face, so mail them a questionnaire or include a card in with their order or invoice.
Ask for referrals. Chances are, if they’ve had a good experience with you they’ll want to tell their friends about you. Give them something in return – we give a bar of chocolate! Others offer money off.
Use newsletters to position yourself as the expert in your field. Give your clients free information, then when it’s time to buy they’ll buy from the expert – you!
Talk to your clients. Thank them for their order, chat to them about how their businesses are going – this is more than good manners, it keeps you at the forefront of their minds.
Does your marketing material need a make over? Do you need help with getting the most out of your marketing budget? Consultations are free, so call us now on 01483 401 818 to book an appointment or email Fiona.
