One of the very first statistics business owners learn is this: 80% of your profits come from the
top 20% of your customers. Yet so many small business owners spend all their time focusing on attracting and converting new leads that efforts directed at existing customers completely fall off the radar.
Consistent communication with customers is essential--and this shouldn't end once a first sales is made. Customers who had a positive experience with your company are more likely to think of you the next time they need a similar product or service. Continue to develop relationships through nurturing what customers care about and letting them know about complementary products and services they might enjoy.
The best way to accomplish this is to create automated follow-up campaigns based on a scheduled sequence that continues to communicate with customers in the form of direct mail, email and other methods. You could target this comunication to feature new products, services or promotions based on your customers' previous buying history, ensuring you're always delivering something of value.
I use an automated greeting card system called SendOutCards. Through scheduled campaigns I send thank yous and other notes of encouragement to information about new products I offer. Everything is done online, so I never have to leave my computer for efficiency and expediency. When I want to
make it even more personal, I add photos and customized messages. Regardless of the system you choose, the key to increased profits is in pampering of your customers by keeping in touch!
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