Author : Claudia Trusty
Before working with a new client on their marketing plan, I always ask them to review the sales generated for the previous year and they are often surprised to see that their sales are supported in large part by repeat customers. On average, repeat customers contribute 60% of annual revenue to companies but marketing campaigns are often focused on getting new customers. Businesses spend $1 retaining clients for every $5 spent attracting new customers. Once you've secured a new customer what are you doing to convert them to loyal customer? There are many tactics that make marketing to your repeats clients easy, affordable and effective---here are some that have worked for me.Be GenerousDevelop a loyalty program for frequent buyers. It can be as simple as offering a special "friends only" discount, especially if yours is a highly price sensitive business. Maybe you offer, and get credit for, complimentary products or services. Recently while dining in a wonderful and pricey restaurant, the owner personally selected and sent to our table a fabulous complimentary dessert. Although the dinner was still very expensive, we felt quite special and will continue to be loyal customers.Be ThoughtfulSend a handwritten note to every client at least once every six months. If you see their name in the press, send a note. If you see an article about their industry, send it along with a note. Let them know you're thinking of them, and be sure to include your business card.Be LoyalBe a good customer to your clients by using their services and products when possible. And be a good friend by referring others to your clients---you'll probably see more referrals coming your way, too. Some people join networking groups to increase word of mouth marketing but I've always found that supporting my clients through active referrals is a great way to stay connected. They always call to say thanks and I have another opportunity to touch base.Be ConsistentSend a newsletter or e-letter on a regular basis. This is a great way to stay in touch with your current clients as well as pitch prospective customers. Clarity of message and consistent production are important in getting credit with clients. If you don't have someone on staff that can handle this, outsource it. Each issue of our monthly newsletter generates calls and emails from our clients, and most importantly, we receive business. Bottom line, it works.Be a Good CommunicatorI'm amazed at how often our existing customers don't know about new services that we offer. Most businesses continue to evolve but sometime we forget to let existing clients know how our growth translates to new solutions and benefits for them. Last year when we launched a new service we developed informational marketing materials and sent them only to companies we had worked with in the last five years but had been inactive for more than six months. The sales generated a healthy return on investment but the lesson we learned was more valuable…clients can't buy if they don't know what you're selling.Claudia Trusty develops strong marketing and branding messages that drive results for small and mid-size companies. For twenty years Trusty and Company has produced communication solutions for clients in retail and service industries. Visit them on the web at
http://trustyandcompany.com/.
Keyword : client,retention,loyalty,marketing,solutions,newsletter,eletter,communication,sales, repeat customer
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