I received this little gem in my weekly newsletter from MarketingSherpa.com:
Lesson #5. Current customers equal best customers
Marketers seem to want to disprove this fact. They look at the
people who aren’t buying and think, “Look at all that potential!”
But … a company’s best prospects are their best [current] customers.
Don’t forget your current customers
We’ve talked about building customer relationships before. However, you’ll never fortify these bonds if you forget all about your existing customer base. Your current clients are those that got you to where you are today. They trust you enough to remain faithful to your company and continue to give you money. Don’t forget them!
Turn your customers into return customers
Since your existing customers already are familiar with your business and services they have one less barrier to overcome before spending more money with you. Odds are they already trust you and if they have been satisfied so far with your service, they can easily be converted into return customers. Maybe you can sell them the same service or product again. Or if the opportunity exists, you can up sell them to a new product or service you are offering.
In my web design business, I’ve had several clients for years that trust me explicitly with their sites. In their eyes, I am the expert and they will usually accept the advice I offer them even if that means that they’ll need to pay me a little more money. Since I am familiar with their businesses and needs, it is easier to see where the potential lies. I present them with solutions and turn my clients into return customers.
Take a look at your customer base. Do any of your current clients need another product or service you offer? Remember that repeat customers drive profitability and get to work!