Staying in Contact With Customers

Remain in Contact With Customers and Get Repeat Business:

Research states that a new customer may have to come in contact or hear about your business/brand eight times before making a decision to stop in and make a purchase. Once they do, however, it is far easier to retain that customer. 

Often, only one reminder or contact with a past customer or client will generate a sale. Make sure that your existing customers never get the chance to forget about your awesome products or services by keeping in touch with them on a regular basis.

Ways to Keep in Contact:

1. Checking In.

The number-one way of reminding clients that you are there to serve their needs is to check in periodically. If I haven't heard from a customer in, say, a month, I'll pick up the phone and just say hello. You can check in via email, phone, or even on Facebook (whatever is most appropriate to your target market). 

The point is to make it brief, personal, and have something ready to say–such as saying "I wanted to make sure you got my email about our sale," or "Are you in need of anything at this time?" All of the most successful small business owners I know personally check in with customers. 

You can even download address book apps or contact database software to help you keep track of when you contacted each customer and what you said.

2. Postcards.

Much cheaper than regular mail (especially if you're mailing a lot), postcard marketing to existing customers is a great way to offer a coupon or make an announcement. Why? They're guaranteed to read it, because they don't have to open it and pull out an entire letter.

The text is right there. A postcard is also much easier to stick on the refrigerator or in a purse for a constant reminder of your sale or business promotion.

3.  Annual Report.

Some of the most successful small business owners I know mimic many organizations and send out an annual report or newsletter to key clients or even all of the clients on their mailing list. 

By sharing your success, you can excite customers about your business. It will also establish a professional aura around your products and services, and give you the chance to put other information in their hands as well.

4.  E-mail Marketing.

By far one of the best ways to keep in contact with customers (especially for online businesses), e-mail marketing is a great way to remind customers of your presence and to get the word out about new products and services. 

Many e-mail marketing services offer free trials (such as Constant Contact), and others may charge a very small fee per e-mail, like Vertical Response. 

Using an e-mail marketing service to send out mass e-mails to your customers allows you to bypass many spam blockers, access statistics such as open and click-through rates, and archive your emails into web pages for online viewing.

5. Smart Voicemail Greetings.

If you're like most small businesses, you're not open 24/7. Some small businesses experience a high number of voicemail messages because they aren't always able to get to the phone. If your customers are likely to call often when you can't pick up, make sure to change your greeting periodically to make it new. 

While you've got your customer's ear, let them know about a new product, changing hours, or your website where they might be able to find the answer they're looking for right away. Even a simple seasonal greeting, such as "Happy Holidays," can ensure to your customer that you're up-to-date. But make sure to check and change the message often so it doesn't become outdated!

6.  Coupons or Customer Loyalty Programs.

There's a reason coffee shops have punch cards and grocery stores have club keys. Offering a customer loyalty program is a great way to collect customer information and give them incentive to return again and again for business. A little bit of gratitude goes a long way, and in return you get their contact information when they register for a special loyalty program.

Don't Overdo It.

Make sure that the frequency of checking in is appropriate. Daily e-mails or weekly phone calls might be too much, and a customer will feel that you are "desperate." When you check in, avoid desperate or lengthy sales pitches at all costs. Respect your customer's time and they'll respect you and your business.

 

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What's Next

Next In This Guide
Part 14:
Thanking Your Customers - Keep customers by making sure that they know their business is appreciated.

Previous In This guide
Part 12:
Free Local Advertising - The top 10 strategies for getting free local advertising for your small business.

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