Do you utilize a frequent contact program to communicate with clients, past and present, in order to gain a larger share of their business?
When doing so, here are some simple ideas to carefully consider.
#1: Most businesses invest too much time and energy in chasing new clients, and too little in doing additional repeat business with their existing clients.
#2: The satisfied client is predisposed to purchase again, purchase more and purchase something different.
#3: It costs much less to motivate a known client to purchase again than to acquire a new client.
#4: Clients are only fickle because a new competitor is paying more attention to them than you are.
Here is a huge mistake many companies make.
In business-to-business marketing, many companies make the huge mistake, of having all their contact with their clients go through the sales representative. This leaves the clients vulnerable to theft if the representative jumps to another employer. It also leaves too much opportunity for negligence on the representative’s part.
Regardless of the layers of distribution between you and your client, you should establish some direct link. The chief executive officer of a large company can do it with a newsletter, and maybe a hotline telephone number.
Here are some of the ways that direct mail can be used to communicate with established clients.
#1: To introduce new products or services.
#2: To give advance notice of and explain price or fee increases.
#3: To offer special discounts or premiums.
#4: To provide useful information.
#5: To give recognition to top clients.
#6: To announce seasonal sales.
I’ve rarely seen a business that could not increase their revenues, and improve their client relations through increased direct marketing to present clients.
Now here’s a real marketing secret. It is a true secret. Most companies make a critical, crucial error in this area. I’ve personally made this error many times.
Here’s the secret.
When marketing to established existent clients you should still tell your entire sales story every time.
Do not make the mistake of assuming knowledge on the part of the client.
Do not take shortcuts with existing clients, and do not feel that you are boring them by telling the same story repetitively.
If you have quality, service, a guaranteed price, or other advantages, point them out each and every time you deliver a sales presentation.
North American businesses desperately need to place a new higher value on the client. If your business is not performing as well as you would like, it’s a message you should listen to also.
Communicate with your clients and you’ll do more business.
Kind Regards,
Ian
A. Ian Dainty
416.623.9588
www.b2businesscoach.com
ian@b2bbusinesscoach.com
