Concentrate on the old this week

Customer_2 Current or past clients are a goldmine of potential new sales.  Here are some of the advantages of selling to someone who has already bought from you:

  • They know who you are and trust/like you enough that they've done business with you
  • They are more likely to take your calls than a prospect
  • You'll be able to get past their gatekeeper
  • They've already experienced your product
  • They are also great referral sources
  • They are the source of testimonials
  • If they had a good experience, they will want more

Of course, if you fade away and lose touch, they will lose interest.  So you want to be sure that an element of your marketing/sales plan include staying in touch with these very valuable customers.

Of course, you're going to have to talk to them differently.  It's like the difference between talking to a stranger and talking to your cousin.   

If you are like most businesses, you spend a disproportionate amount of your time chasing strangers and not enough time talking to old forgotten cousins. 

Do you have a cousin or two that you should reach out to this week?  Do you have something relevant to say?

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5 comments on “Concentrate on the old this week

  1. sherry Borzo says:

    You’ve inspired me with your challenge and your ideas Drew. I updated my sendoutcards database so that all my members and merchants are there and I can send them mailigs.

    For example, I will have a free coffee gig in September for all of them.

    I’m starting my directory of locally owned businesses with a goal of mid 2008 because of your ideas too.

    Great suggestion to work on the relationships with your existing customers. After all, they spread the word better than I can. Especially in my case since my goal is to build community.

  2. Rush Nigut says:

    What a great reminder, Drew. It’s amazing how when I call old clients I almost always get new projects. It is by far the easiest way to get work.


  3. Sherry,

    If a company has a small budget for marketing, they should always spend more heavily on their current/past customers.

    The ROI and speed of the return will outweigh prospecting every time.


  4. Rush,

    What would happen if you called 2 old clients a day?


  5. Becky,

    It’s easy to get lured away by the shiny new toy. But we all need to remember that the love and money comes quicker from those who know us.

    What’s your best “current customer” strategy?


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