Love the One You’re With: Why You Should Focus the Most on Your Current Customers

Customer reviews, client reviews, best PR firm, public relations, content marketingOne 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.
Savvy small businesses can take steps to nurture those new customer relationships by being proactive and process-oriented in their approach. For instance:

What do you do once a new customer purchases something from you?

A good best practice would be to thank them for their business and invite their feedback on the product/service they received.

Once onboard what processes do you have in place to stay engaged with your customers?

Some things I’ve seen that seem to be good approaches: inviting them to join a group focused on something related to your business/service, but also of value to them – a group only available to customers. So, for instance, a beauty salon might invite clients to join a group that offers makeup/hair care tips from the stylists, a cleaning service might offer a group on cleaning tips, etc. Others have “clubs” or punch cards that offer customers a reward after they’ve purchased a certain number, or dollar amount, of products/services.

Ask customers to share their “special days.”

Depending on your type of business and the demographics of your customers this might be their birthdays, anniversaries, date they started their business, etc. Reach out to them annually to recognize their special events.

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?


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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.

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Recommended Reading:

21st Century Secrets to Effective PR

Managing Remote Staff

Direct Mail in the Digital Age

The Complete Idiot’s Guide to Strategic Planning

The Everything Guide to Customer Engagement

Best Practices in Influencer Marketing


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