When it comes in increasing profits, it’s tempting toconcentrate on making new sales or pursuing bigger accounts. Butattention to your existing customers, no matter how small they are,is essential to keeping your business thriving. The secret torepeat business is following up in a way that has a positive effecton the customer.
Effective follow-up begins immediately after a sale, when youcall the customer to say “Thank you” and find out if he or she ispleased with your product or service. Beyond this, there areseveral effective ways to follow up that ensure your business isalways in the customer’s mind.
Let customers know what you are doing for them. This canbe in the form of a newsletter mailed to existing customers, or itcan be more informal, such as a phone call. Whichever method youuse, the key is to dramatically point out to customers whatexcellent service you’re giving them. If you never mention all thethings you’re doing for them, customers may not notice. You’re notbeing cocky when you talk to customers about all the work you’vedone to please them. Just make a phone call and let them know theydon’t have to worry because you handled the paperwork, called theattorney or double-checked on the shipment–one less thing theyhave to do.
Write old customers personal, handwritten notesfrequently. “I was just sitting at my desk, and your namepopped into my head. Are you still having a great time flying allover the country? Let me know if you need another set of luggage. Ican stop by with our latest models anytime.” Or, if you run into anold customer at an event, follow up with a note: “It was greatseeing you at the CDC Christmas party. I’ll call you early in thenew year to schedule a lunch.”
Keep it personal. Voice mail and e-mail make it easy tocommunicate, but the personal touch is lost. Don’t count these as alegitimate follow-up. If you’re having trouble getting through,leave a voice-mail message that you want to talk to the persondirectly or will stop by his or her office at a designatedtime.
Remember special occasions. Send regular customersbirthday cards, anniversary cards, holiday cards…you name it.Gifts are excellent follow-up tools, too. You don’t have to spend afortune to show you care; use your creativity to come up withinteresting gift ideas that tie into your business, the customer’sbusiness or his or her recent purchase.
Pass on information. If you read an article, see a newbook or hear about an organization a customer might be interestedin, drop a note or make a quick call to let them know.
Consider follow-up calls business development calls. Whenyou talk to or visit old clients or customers, you’ll often findthey have referrals to give you, which can lead to newbusiness.
With all that your existing customers can do for you, there’ssimply no reason not to stay in regular contact with them. Use yourimagination, and you’ll think of plenty of other ideas that canhelp you develop a lasting relationship.
