If you had a the option between gaining another customer or driving more business from a current customer which would you prefer to do? Logically, you've previously done the effort to gain a customer so it makes sense to try and learn how to get more business from them. Nevertheless, many companies focus on what we call the top of the funnel - attracting new business.
Don't misunderstand me, you want to continue to develop strategies around bringing in new clients nevertheless, you don't need to do so at the expense of your existing customers. In the event you don't think about your existing customers you could be costing your business thousands each year. Allow me to explain further through an example.
I usually prefer to get my haircut every four weeks. However, I can't predict my schedule that far in advance so I don't make an appointment. Despite my best intentions invariably I get my haircut every six to eight week even though I'd prefer to go sooner. Take a look at how that affects the bottom line.
If I visit every four weeks that comes out to 13 times each year. If I spend on average $20.00 per visit, the salon will make $260 per year on me.
If I visit every six to eight weeks then I'm only coming in 7 times per year. Again, if I spend $20.00 per visit the salon is only making $140 per year on me.
The salon is leaving $120 on the table despite the fact that I would be happy to spend it.
If they have two-hundred regular customers that spend on average $20.00 then they are potentially losing tens of thousands of dollars each year. Now this example is a bit contrived, not everyone wants to come in every four weeks and not everyone spends $20.00. The point is that depending upon your customers to reach out to you is costing your small business money. The thing is it's a really simple problem to solve. All you have to do is reach out to your customers on a regular basis.
Auto dealers already are keenly aware of the power of staying in contact with their customers. They send a mailing out every few months suggesting owners to bring their car in for service. This technique doesn't just work for car dealers. If you are in any business in which you know the names of your customers you can take advantage of this.
Hair salons can contact their customers every few weeks to setup an appointment
Tanning salons can reach out to their customers seasonally to invite them back
Dentist offices telephone their customers every six months for a checkup
Heating and air conditioning businesses can call their clients every season for a tune-upHow can you do this effectively? Keep track of how often each of your customers comes in. Mark it on a calendar. If you haven't seen them in a while, reach out to them and ask to schedule an appointment.
This doesn't even need to require much time. In point of fact this would be a fabulous use of your e-mail marketing list. You have started one haven't you? Even if you haven't a phone call works just as well.
You may not get every customer to schedule an appointment but you will get some. Even the ones that do not make an appointment still just had an interaction with your business which is always advantageous.
Most businesses already are aware of the value of following up with their customers. What separates the successful businesses from the rest is that they take ongoing action to bring those customers back.
Put some money back into your pocket. Keep in touch with your customers.
Don't misunderstand me, you want to continue to develop strategies around bringing in new clients nevertheless, you don't need to do so at the expense of your existing customers. In the event you don't think about your existing customers you could be costing your business thousands each year. Allow me to explain further through an example.
I usually prefer to get my haircut every four weeks. However, I can't predict my schedule that far in advance so I don't make an appointment. Despite my best intentions invariably I get my haircut every six to eight week even though I'd prefer to go sooner. Take a look at how that affects the bottom line.
If I visit every four weeks that comes out to 13 times each year. If I spend on average $20.00 per visit, the salon will make $260 per year on me.
If I visit every six to eight weeks then I'm only coming in 7 times per year. Again, if I spend $20.00 per visit the salon is only making $140 per year on me.
The salon is leaving $120 on the table despite the fact that I would be happy to spend it.
If they have two-hundred regular customers that spend on average $20.00 then they are potentially losing tens of thousands of dollars each year. Now this example is a bit contrived, not everyone wants to come in every four weeks and not everyone spends $20.00. The point is that depending upon your customers to reach out to you is costing your small business money. The thing is it's a really simple problem to solve. All you have to do is reach out to your customers on a regular basis.
Auto dealers already are keenly aware of the power of staying in contact with their customers. They send a mailing out every few months suggesting owners to bring their car in for service. This technique doesn't just work for car dealers. If you are in any business in which you know the names of your customers you can take advantage of this.
Hair salons can contact their customers every few weeks to setup an appointment
Tanning salons can reach out to their customers seasonally to invite them back
Dentist offices telephone their customers every six months for a checkup
Heating and air conditioning businesses can call their clients every season for a tune-upHow can you do this effectively? Keep track of how often each of your customers comes in. Mark it on a calendar. If you haven't seen them in a while, reach out to them and ask to schedule an appointment.
This doesn't even need to require much time. In point of fact this would be a fabulous use of your e-mail marketing list. You have started one haven't you? Even if you haven't a phone call works just as well.
You may not get every customer to schedule an appointment but you will get some. Even the ones that do not make an appointment still just had an interaction with your business which is always advantageous.
Most businesses already are aware of the value of following up with their customers. What separates the successful businesses from the rest is that they take ongoing action to bring those customers back.
Put some money back into your pocket. Keep in touch with your customers.
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