Let us create a 3D eBook for you!
Let us create a 3d Digital eBook for you! DigyCat.com

Dont Forget your Existing Clients


Quest for new clients shouldn't ignore those who pay the bills

Acquisition. It's a big word in small business marketing. Companies are constantly looking at ways to draw new people to the business and generate new streams of revenue. In this quest, some small businesses make the mistake of focusing too much on new customer acquisition, only to find that their existing customers have been lured away by a competitor.

Ironic, isn't it? The very tactics you use to drive new customers to your business are the same ones that your competitors can use to take them away from you. Losing sight of your existing customer base is truly an example of not seeing the forest for the trees. Did you know that on average, it costs a small business 10 times as much to attract a new client as it does to retain an existing one? Think about that the next time you are planning an acquisition marketing campaign, then use these three tips to ensure that your customers don't fall prey to your competitor's acquisition efforts:

Coffee Anyone?: One of the simplest and most cost effective retention initiatives I've seen involved sending your customers a brief letter and tossing in a gift certificate for a free coffee at a local coffee shop (if you're a local business), or a national coffee chain (if you operate in a broader area.) It will only cost you about one dollar for each of your customers plus mailing costs, and you'll accomplish two things. Firstly, they'll be reminded of your company name and services thanks to your brief letter, and secondly, they'll enjoy a hot cup of coffee and feel good about you gesture. That free coffee can go a long way towards client retention.

Get Them a Deal: Who are your customers? Are they small businesspeople operating in your area? Are they pet owners? Are they car lovers? The product you sell will dictate what your clients are interested in. (For example if you sell a new type of car wax, you can be fairly certain that 99% of your clients are car buffs). If you have even a few dozen clients, you could approach another local business that sells a car related product (let's say a new tire polish) and offer them a deal. You'll send a letter to all of your customers and offer them a great deal on the tire polish of 40% off the retail price. The company you approach should be willing to do this, as they have the potential to make a number of sales at one time, and your customers receive something of value from you, making them remember your company name and feel good about your offer.

Take it one step further and reciprocate the offer. The tire polish company can tell all of their clients about your car wax, and you'll offer them a 40% as well since you now have the chance to sell some of your product. Client loyalty and new business too?.a total solution! Just make sure that what you offer to your clients is actually valuable and not just a hollow sales pitch. Your reputation may be hurt by partnering with businesses that do not invest as much in client satisfaction as you do.

Build a Community: Keeping in contact with your customers is another way to improve customer retention. If your customers receive a newsletter or ezine from you on a regular basis, it becomes very difficult for them to forget about you or your services. Producing an ezine or newsletter is not as difficult as you think. The Internet is full of articles and opinions on almost every subject imaginable. Most authors will grant you permission to use their articles free of charge provided that you include a link to their website (you can find a great collection of articles on a wide variety of topics at www.ideamarketers.com, www.clickforcontent.com, and others). By building a small newsletter or ezine that contains 2 or 3 articles per month, you will get one opportunity each month to remind your customers that you value their business. Of course you could also include information about your latest product or service offerings in your newsletter in addition to the articles.

Acquiring customers is important, but retaining customers is critical to the ongoing success of your business. Small gestures often go a long way towards thwarting the acquisition efforts of your competition, and ensuring that your customers remain aware of your company and interested in your services.

About The Author

Will Dylan is the Author of "Small Business Big Marketing" a powerful e-book for small businesses available through his website www.marketingyoursmallbusiness.com. You can contact Will at askwill@marketingyoursmallbusiness.com.

Article contents 2004 by marketingyoursmallbusiness.com.


MORE RESOURCES:

Customer Service - Google News

This RSS feed URL is deprecated

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Regional briefs, Nov. 22: Holiday hours for customer service - Akron Beacon Journal


Regional briefs, Nov. 22: Holiday hours for customer service
Akron Beacon Journal
“The funds will be used to support various programs such as the FirstEnergy All-American Soap Box Derby World Championship race, our STEM-Based Education Program, and the many other events held at Derby Downs every year,” Soap Box Derby ...

and more »

Spirit Airlines Is Turning to Disney for Help Improving Its Customer Service - Travel+Leisure


Travel+Leisure

Spirit Airlines Is Turning to Disney for Help Improving Its Customer Service
Travel+Leisure
Spirit Airlines may be known for its affordable “bare fare” flights, but it's also known for skimping on customer comfort and service. While the airline has previously reported the highest profit margins in the business, charging passengers for ...
Spirit Airlines to Revamp Customer Service With Disney Wings Journal

all 2 news articles »

Customer service complaints against US airlines, ranked - Chron.com


Chron.com

Customer service complaints against US airlines, ranked
Chron.com
The year isn't over yet, but it looks like air travelers are having fewer things to complain about in 2017, according to the U.S. Department of Transportation. From January to September of this year, passengers filed 1,434 complaints related to ...

Why the Customer Service Model in Healthcare Doesn't Work - Radiology Business


Radiology Business

Why the Customer Service Model in Healthcare Doesn't Work
Radiology Business
As this relationship has grown over time, the radiology team has become IT's internal “customer.” We often hear about customer service, internal and external. As colleagues within any institution, we have morphed into customers of one another. Whether ...

4 Tools To Help Customer Service Survive The Holidays - Business 2 Community


Business 2 Community

4 Tools To Help Customer Service Survive The Holidays
Business 2 Community
This means stress levels will be on the rise in customer service centers not only in the U.S. but around the world due to Black Friday–assuming they haven't already started climbing since many retailers have kicked off even earlier sales. And as the ...

Thanks A Latte: How To Fix A Customer Service Failure, Per Starbucks, Marriott And Me - Forbes


Forbes

Thanks A Latte: How To Fix A Customer Service Failure, Per Starbucks, Marriott And Me
Forbes
Every company needs a customer service recovery framework, a sequence of best practices for dealing with, and turning around, upset customers. Settling on such a framework and then providing customer service recovery training is essential, because it's ...

Five Ways to Get (And Give) Good Customer Service This Holiday Season - Forbes


Forbes

Five Ways to Get (And Give) Good Customer Service This Holiday Season
Forbes
Stories of poor customer service are legendary; especially at this time of year. It seems every company and every customer has a tale of woe. There's the clerk who doesn't know/doesn't care; the voice mail system with endless hoops to jump through to ...

Spirit Airlines turns to Disney to improve its customer service - Los Angeles Times


Los Angeles Times

Spirit Airlines turns to Disney to improve its customer service
Los Angeles Times
The Disney Institute is a Florida-based company that offers business courses to improve leadership, employee culture and customer service. On the institute's website, the company cites its work with Haagen-Dazs International, the National Football ...

These Two Customer Service Formulas Can Improve Employee Performance By 100% - Forbes


Forbes

These Two Customer Service Formulas Can Improve Employee Performance By 100%
Forbes
Even the most engaged, best-intentioned employees (and their managers) can benefit from knowing a couple essential expert formulas that will improve their customer service performance day in and day out. Today I'll share two rules of thumb how to ...

LargeFriends.com - the best dating site for plus-sized singles!
SuccessfulMatchCentral.com - the best dating site for plus-sized singles!

PreLaunchX

AusTrade Domain Is For Sale - $15,000 For Enquiries eMail Us

© www.AusTrade.biz - 2012

home | site map | links