TriggerMarketing's blog titles an article with an important question, "How Much Business Did You Lose Today?" That's a chilling question for any business, conglomerate to fruit stand. The truth of the matter is, even without doing anything, cash and clients are slipping through your fingers daily. Make that especially without doing anything.
But it's not as sinister a problem as… well, as I'm making it seem. Your company isn't actually hemorrhaging money—at least, I hope not—it's possible you're just missing out on opportunities to make more than you currently are by getting existing customers not just to buy again, but to buy your other products too.
It's better and cheaper to keep a customer than to find and woo a new one; something I've blogged about before to extol the virtues of good customer service. Building on that, these customers, happy with one of your products, may or may not know about the other things you can offer them. If you don't already, it's time to make sure they do, and good customer relations are the key. More to the point, good customer communication is the key to the key.
A big opportunity to build good communication is following-up after a sale. An email or phone call a few days later can be greatly appreciated. Ask how the product is performing. Are they using all of its features? What do they do in general, and could any of your other products be helpful to them? If you don't sell what they need, don't be afraid to recommend another company. The customer will appreciate and remember your help.
A newsletter for your customer base is another good idea. Fill it with general industry tips and ideas, and a smattering of news, uses, and solutions regarding your product line. Make sure to include plenty of links to your website. When they click to visit, make it easy to find the product that interests them, but include plenty of complementary product suggestions to help give them ideas.
You can also host a monthly or quarterly teleconference to build and maintain good customer communication levels. During that time together, you can field their issues, problem solve their needs, and provide ideas and suggestions for your entire product line.
By communicating all that you can provide to your customers, you'll likely be rewarded with those sweet words, "You have that too? I'm glad I know that now; that's something I need!"
I'd like to hear your complementary sales success stories. (And yes, this is one of those rare opportunities to do a little shameless plugging.)
