As a successful business person, you probably have an effective system for staying in touch with your prospects throughout the sales process. But do you have an equally effective system for staying in touch with those same people once they’ve become clients? Or after their project has been completed?
If not, you could be missing out on significant opportunities.
I was talking with a neighbor the other day who was having issues with her hot water heater. She’d had someone repair it in the past, and was perfectly happy with their work, but she couldn’t remember the name of the company she had called then. If the company had the foresight to stay in touch with her, they could have gotten even more business from her, as well as from referrals she might send their way.
Think about how busy you are and how much information you’re required to retain every day. Your customers are experiencing the same overload, so it’s highly unlikely they’re remembering you and your company unless you are reminding them you exist.
Sure you can over do it and become a pest. I’m not suggesting you use the Popcorn Factory method of emailing customers every other day with a new promo. Depending on your business model, you could send out a weekly, bi-weekly or monthly newsletter with useful, inspiring information. Or cards to celebrate random “holidays” (did you know that the first week in March is National Write a Letter of Appreciation Week? Or that the 25th is Pecan Day? International Customer Loyalty Month is coming up in April.)
How about implementing a strategy that gives your clients more personal attention, something most all humans crave. Last year I experimented with calling my clients just to see how I could help them, in a way not necessarily related to my business’ product. I had gotten the idea from a vendor who had called me to ask what she could do to help my business – was there anyone she could introduce me to. It felt so good to know that person wanted to help me, I was eager to see how it worked from the other side. I was surprised at how caught off guard they all were, as if no one had ever called with such a question unless they had an ulterior motive. Most of them didn’t even have an answer. But it gave me an opportunity to reconnect with them.
You might not get more business from them immediately, but this is about strengthening the relationship. Over time, those who consistently check in with their clients are the ones who create a better customer experience, have higher customer loyalty and more referral business.