Definition: The ways in which your company communicates and deals with existing
customers
When it comes in increasing profits, it's tempting to
concentrate on making new sales or pursuing bigger accounts. But
attention to your existing customers, no matter how small they are,
is essential to keeping your business thriving. The secret to
repeat business is following up in a way that has a positive effect
on the customer.
Effective follow-up begins immediately after a sale, when you
call the customer to say "Thank you" and find out if he or she is
pleased with your product or service. Beyond this, there are
several effective ways to follow up that ensure your business is
always in the customer's mind.
Let customers know what you are doing for them. This can
be in the form of a newsletter mailed to existing customers, or it
can be more informal, such as a phone call. Whichever method you
use, the key is to dramatically point out to customers what
excellent service you're giving them. If you never mention all the
things you're doing for them, customers may not notice. You're not
being cocky when you talk to customers about all the work you've
done to please them. Just make a phone call and let them know they
don't have to worry because you handled the paperwork, called the
attorney or double-checked on the shipment--one less thing they
have to do.
Write old customers personal, handwritten notes
frequently. "I was just sitting at my desk, and your name
popped into my head. Are you still having a great time flying all
over the country? Let me know if you need another set of luggage. I
can stop by with our latest models anytime." Or, if you run into an
old customer at an event, follow up with a note: "It was great
seeing you at the CDC Christmas party. I'll call you early in the
new year to schedule a lunch."
Keep it personal. Voice mail and e-mail make it easy to
communicate, but the personal touch is lost. Don't count these as a
legitimate follow-up. If you're having trouble getting through,
leave a voice-mail message that you want to talk to the person
directly or will stop by his or her office at a designated
time.
Remember special occasions. Send regular customers
birthday cards, anniversary cards, holiday cards...you name it.
Gifts are excellent follow-up tools, too. You don't have to spend a
fortune to show you care; use your creativity to come up with
interesting gift ideas that tie into your business, the customer's
business or his or her recent purchase.
Pass on information. If you read an article, see a new
book or hear about an organization a customer might be interested
in, drop a note or make a quick call to let them know.
Consider follow-up calls business development calls. When
you talk to or visit old clients or customers, you'll often find
they have referrals to give you, which can lead to new
business.
With all that your existing customers can do for you, there's
simply no reason not to stay in regular contact with them. Use your
imagination, and you'll think of plenty of other ideas that can
help you develop a lasting relationship.