How To Increase Sales To Clients And Prospects
If you are not keeping in contact with your past clients, you are MISSING out on a golden opportunity to boost sales & referrals! If you view a first purchase from a new client as the START of a great relationship, and maintain contact with that client in a positive, helpful respectful way, over time that client will make more purchases from you and/or will refer new contacts to you.
The problem is, keeping in contact with clients can be expensive and time consuming. Whether you print & post a newsletter or physical catalog (like Dick Smith does), or fax out regular specials, it costs a fair bit of money, especially if you do it as regularly (which you should!). The reality is that this is a MAJOR reason why many businesses don’t maintain ongoing communication with their clients – the cost factor.
The other reason is time – they often don’t feel they have time to do this, what with all their daily tasks that always seem urgent. Have you ever wondered if there was a way to bypass both these limitations, so that you CAN keep in touch with clients at a low cost and with minimal time expenditure?
If so, then here’s the good news:
These days, one of the most cost effective methods of maintaining contact with clients is via email. Essentially each message costs nothing to send – you just need a system in place to set up and manage it all. Creation of client database, planning the messages you’ll send, sending those messages, monitoring results, and keep going until they buy, die or quit. And the time issue can be overcome by outsourcing the workload to someone else, only leaving you to figure out what you want to say to your clients with each message.
Whether you send them upcoming special offers (or discount vouchers), or just tell them a fun story about something that happened at your work or gave suggestions for getting the best out of the product they purchased off you originally, you will still be adding value to their life, which will ultimately turn into repeat business. You can develop your own email database system to keep in contact with clients for a fairly low cost, but you need to have the time and expertise to make it work.
Also, there are legal issues you NEED to be aware of when heading down this path.
It’s so easy to get into trouble for spamming, and the legal penalties for that are severe these days. Yes, you can pop everyone’s email address into your Outlook address book & do a manual send every now and then, but what happens when you accidently cross the line and get reported by someone having a bad hair day? As the old saying goes, ignorance of the law is NOT an excuse! Also, here is a warning to those who think that they can do all this using their standard email software or service (Outlook, Eudora, Thunderbird, GMail etc)… …don’t underestimate how complex the management of an effective follow-up email campaign can be.
For a moment, imagine you have 2,000 hot prospects, and each of those people are at a different point in your “7 stage” selling process. That’s an unbelievable 14,000 different personalized emails that you must send out EXACTLY on time to exactly the right people. Imagine how difficult it would be to manage this manually? It’s simply impossible.
So, rather than drive yourself crazy trying to do this manually, why not outsource the whole process to someone else who KNOWS what they’re doing? We’ll set up the database for you, ensure it’s all legal and above board, provide tools & coaching to help you get clients to sign up for your mailing list, send the emails for you and report on their progress. All you have to do is supply the content we send out in each email in text/html format. Something else to consider, while we’re on this path
Yes, building a list of your clients should be priority #1, but don’t forget your prospects – the lookers, the tyre kickers, the maybes… Each of these people are not ready to buy now, for whatever reason, so rather than lose them forever, why not give them a great reason to sign up to your newsletter or special offers program and you’ll be able to keep in contact with them for as long as they’re willing to let you email them.
You’ll find that if you send them fun, interesting, informative and valuable information, at some stage some of them will turn into paying customers, simply because they have grown to know and trust you and the time (or offer) is right for them. Ideally, you should separate your mailing lists so that only clients are in one and “prospects” are in the other.
Treat your clients as SPECIAL – more important than prospective clients.
Give them the best price breaks and deals, the best service and make them feel like they truly matter to you. In return, they’ll buy regularly from you AND refer people they know as well! Superstar US Marketer Dan Kennedy even has “Customer Appreciation Days” for his clients, where he throws a party and invites them all for free, just to show his appreciation for their continued loyalty and business.
Given Dan’s amazing success in business, do you think this strategy might have something to do with his success? Of course it does! Now, email follow-up marketing just possibly might not be appropriate in some businesses, depending on the circumstances. However, feel free to discuss it with us if you’re not sure whether it would suit your situation or not. Lastly, if you have a website for your business, you should add a sign-up or registration form to your site, encouraging visitors to signup to your newsletter or special offers program and automate the follow-up process.
That way, you don’t waste site visitors AND you can be growing your database hands-off 24 hours a day, 365 days a year! If you don’t have your own website to provide the form allowing clients to register, we can provide a simple 1 page online form for your use.
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White Chalk Road are a specialist Search Marketing Agency based in Perth, with over 20 years’ experience in the industry. As a Google Premier Partner, WCR specialise in SEO, Search Marketing, Advertising & Marketing Automation. WCR help Perth businesses, across both B2B and B2C markets, who need help being found online by their customers.
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