One of the most common mistakes I see many businesses fall prey to, and especially small businesses, is focusing too much on getting in new customers/clients and not enough on nurturing the customers they already have. I think most businesspeople are widely familiar with data that indicates that existing customers represent more value in terms of repeat business, at less investment of time and money, than seeking new clients/customers. Yet far too many small businesses, perhaps because they’re worried about keeping the customer pipeline full, neglect the customers they already have.
What do you do once a new customer purchases something from you?
Once onboard what processes do you have in place to stay engaged with your customers?
Ask customers to share their “special days.”
When customers haven’t done business with you for a while reach out to them to ask why and invite them back.
I did this when working in the healthcare industry and was surprised at how many people actually reaching out to apologize for not having made an appointment with us recently. Most were pleased that we reached out. It’s a simple thing to do and it can have a big impact.
Build in high “switching” costs.
Make it difficult for customers to leave you and go somewhere else. I experienced this several years ago when I decided to change the provider I was using to create and generate e-letters. The firm I was with was gracious in “letting me go,” and encouraged me to consider them in the future if my needs changed. After switching, I quickly discovered that I had lost access to my entire archive of e-letters—several years’ worth. I quickly went back to my former provider. What extra, high value-added services or goods does your company provide that would make it difficult for customers to leave you for another provider?
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
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21st Century Secrets to Effective PR
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The Complete Idiot’s Guide to Strategic Planning
The Everything Guide to Customer Engagement
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Tags: attracting and retaining customers, attracting customers, building customer relations, communicating with customers, customer appreciation, Customer Communication, Customer Service