Keep Them Coming Back

Keeping the wheels of progress turning for your business often involves finding new customers and new markets to engage. A wide variety of means exist in getting your message before these new faces. Never forget though that youve got someone who already knows you and likes what you doyour current customers.

Often times business overlook their current customers and focus on finding new ones. Just because a customer has previously ordered from you though doesnt mean that you should not continue to give some attention to them. Consider the advantages of keeping communications going between your company and previous customers:

1. They are pre-qualified: If they have ordered from you then you know that they have a need for the particular product or service your business provides. Many products are expendable and will require replacement at some point in the future. Whether you are a printer selling business cards, a shop that offers auto maintenance or a pool service your product or service will be needed again. In the hustle and bustle of busy lives they may forget to reorder from you as soon as they need to. Suppose they consistently run out of business cards through out the year but each time they do they forget to stop by your business to reorder for a few days each time. By the end of the year you may have missed out on an extra order or two that they would have used up had they come in quicker. The same can be true of oil changes or pool filters. Keep reordering as easy as possible. If your business is service related try and book their next appointment each time you complete one. Also remind customers either by mail, email or phone calls when they are due for additional service. With consumable products try and create a link between the current order and the reorder. This can be accomplished with Return Customer coupons or discounts offered for follow up work.

2. They have friends: A customer who is happy with the service they have received will often tell friends about their experience. You can harness this goodwill a bit by providing them a couple of Referral coupons to give to friends.

3. You know who they are: When you get to know a customer you can develop an understanding of their particular needs and idiosyncrasies. From that understanding you develop your personal strategy for working with them. If youre a graphic designer you may discover they dont like a particular font or color. Youve invested time to learn this but you wont waste time trying to sell certain ideas to them again. Each time you communicate with a customer and learn more about them your investment in time with them increases. The goal is to develop these encounters into a relationship which is long term. The better you come to know them and their expectations the easier it will be to work with them on future projects. Each time you work to find a new customer you have to learn another person.

4. You know how to reach them: Bulk mailing and print advertising is like a shotgun and your hope is that somewhere in the spray of information going out you will hit some new customers. Even if your advertising piece reaches the right home or business you then have to hope that it ends up in the hands of the person who either influences decisions or makes them. With previous customers you know who they are, where they are and how to reach them with follow up promotions. Your follow up customer mailings may only be a fraction of the size of a bulk mail run but each piece is precisely aimed at a target which you know needs you.

5. People change: Perhaps your business or service is need by another business. Youve done work for them for sometime but suddenly you dont hear from them. Weeks pass and you wonder what happened. Sometimes the individual you work with simply left the company and didnt leave good information behind for their replacement. Follow up communications and periodic mailings can keep the new guy in the loop and let them know who provides a particular product or service. Most people would rather not have to research a new source but end up having to because they dont know who has been used historically. If a particular customer has a cycle of ordering from you that suddenly stops contact them to see what the problem is. Sometimes people are less than satisfied with a product or service but will not say anything, they just wont come back. If you can make it right and restore their trust you can continue the relationship that you worked so hard to build.

The pursuit of new customers is important for growing your business but dont forget what you have. Maintain your relationships, keep communications going and protect the base of supporters you have worked so hard to build.

Paul David Wilson is a graphic design and "Marketeer" who has provided products and services to both government and private sector organizations for over 15 years.

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