Sometimes we can get so engrossed looking for new clients that we forget to stay in touch with those we already have! If that sounds ridiculous, when was the last time you spoke to your past and present clients?
Just as you put in a place a follow up system to market to prospective clients (you do have one of those don’t you?), so you need to ensure you don’t neglect people who have already bought from you! Otherwise, it can give the impression that, once you’ve had their money, you’re no longer interested in them. It doesn’t exactly encourage them to return, does it?
When I first worked in ‘corporate land’, vast sums of money were spent each year on (usually alcoholic) gifts at Christmas, as well as wining and dining those special clients. With all the budget cuts and change in attitude towards such large quantities of food & drink, I don’t think this sort of thing goes on so much these days – but it was good fun while it lasted!
A lot of businesses categorise this type of activity under the ‘Customer Service’ umbrella, which it strictly speaking is. What I like to do is incorporate it into my regular marketing strategy as well, because that way I know I will take regular action. Perhaps it’s just the way my brain is wired!
Whichever way you look at it, keeping in touch with and marketing to your existing client base can be both less expensive and less difficult than looking for new business all the time. If you hate the ‘cold calling’ aspect of marketing, then building on lovely ‘warm’ relationships will be much more your style.
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