Posts Tagged ‘newsletters’

Don’t forget your customers and they’ll buy more from you

July 7, 2010

The next time you ask “how can I bring in more business?” don’t forget your existing customers. It’s faster and cheaper to sell more to existing and prior customers than it is to convince new prospects they should buy from you. You should be marketing to those who already like your products or services, so what’s the best way unlock this significant source of revenue? Read more…

They already love you, so stay on their mind

Every day clients ask us to figure out how to reach new prospects with their amazing, incredible, valuable product. Bringing in new customer leads is a huge part of what any marketing company can do for you, but we have to remind our clients not to forget their already-sold-to market of existing customers. These are the people who already love your amazing product, the outstanding service, and incredible value, but that aren’t necessarily thinking about you every day. They should be, though. They’d buy more if you were on their minds more often.

Remind them often

Customers decide to purchase products and services over a long period of time. That vendor selection process can be quite harrowing for your sales people, but once the customer has decided to buy it is very likely they will buy again. You just have to remind them what you do for them and what you can do for them on a regular basis.

Why do they love you? Let them count the ways….

If your product has reduced their costs or effort and made them more profitable, even this awesome savings will become rote and commonplace after a few months. You’ll have to remind them how you delivered that efficiency or savings so they open up and look to you, a trustworthy vendor, for more.

When you deliver outstanding service in one area and the customer gets used to things being that easy or that great, they tend to forget what it was like without you or take for granted what you do for them. It’s important for them to recognize, often, the great job you’re doing or the extra capability you give them.

I never knew you could do that

It’s not just about reminding them what you already do, either.  Most customers don’t know all of what you can do or they forget half the things you product can do after they finish training. No one expect a customer to read all the directions or all the chapters in the manual, so it should come as no surprise to you when you discover the customer isn’t using your product to its full potential. You have to keep your company and what you deliver in their minds to stay in place and to increase revenue from existing customers.

Keep your competitors away from the hen house

Finally, regular communication about what you do for them and for others prevents attrition.  If your customer doesn’t know your product also does X, Y and Z, they might just switch vendors when your competitor pitches their equivalent product. The customer might switch to an inferior product just because they don’t know or don’t remember you do that, too.

How to keep customers buying and increase their spending

You have to communicate your value to customers regularly, often, across several channels and up and down the influence ladder. That means you need a campaign, even if it’s a simple one, to reach your customers. Here’s how:

  • Keep your mailing list, even when a prospect becomes a customer
  • Separate the mailing list into “prospects” and “customers”
  • Query the new customers on who all will use your product or be influenced by it. Add all of these names to your mailing list.

The receptionist or the office manager is the one who selects a coffee service vendor and signs the contract, but all the workers in the office and the warehouse drink the coffee and would love to know there is a new Trolley Coffee flavor to try. And the boss and the salespeople will want to know you can now deliver cup-at-a-time coffee for better image and special visitors. Keep all these influencers on the mailing list so they can convince your point of contact to stay with you and to buy new products.

  • Every week gather the news about new products, the latest customer service home runs and how the just-signed new customers will use your product and put all this news in one spot. Like a Word document on the file server under “on-going marketing”.  Make sure you include any promotions or sales in this “marketing news” document.
  • Pick the slowest day of the week and post one or two of these news bits on your Twitter account and your Facebook page. Post the customer-centric and new product announcements on the local business blog or magazine’s Facebook page.
  • Pick a day of the month to dedicate to getting new sales from existing customers and set aside an hour that day to gather the best of tidbits in your marketing news document into a Constant Contact template. Select your “existing customers” mailing list and press the “Send” button.

Read More About Newsletter Best Practices

Keep your customers engaged and the register ringing

It’s as easy as that. If you’ve done a good job, your customers will start to comment on the newsletter. If you use a marketing company like us, the customers will start visiting your website more often due to all the links we’ve embedded in these posts and the newsletter articles. Comments mean the customer is reading your news. They’ll think it’s interesting, even if you see it as “typical, boring business stuff.” Include a contest or a quiz or something fun and your customers will start lo0oking forward those Facebook posts and monthly newsletter.

You’ll be on their mind more. They’ll know more about what you do now for them and what more you can do for them. All from a trustworthy, known vendor. That’s what will unlock more business from your existing customers.

Doug Lucy is the president of AdLinea, an Internet marketing strategy company in Richmond, VA.