by Asa Beavers
Much of the expense of marketing a business lies in capturing the attention of people you've never dealt with, drawing them to your business and then convincing them to make their first purchase. It doesn't make sense to keep doing this complicated process exclusively to new prospects when there is a pool of people who are waiting to buy again and again - if you'd just ask!
More than half your work is already done because your existing clients don't have to guess what your product or service is like, and if they have been satisfied, they'll be open to buying from you again.
To take advantage of this goldmine of potential income your first step is to build a database. This means capturing prospect contact details and storing them for future use. You may run surveys, competitions or give-aways, provide guarantees or just ask up front for their details - but get those names, addresses and emails somehow.
Once you have the names it's time to decide what strategies will give the best return on your investment. A simple 'Thank You' card will put you ahead of most of your competitors and increase the likelihood of them telling their friends - especially if it is a card nice enough to display in their home. E-marketing is another great way to reach out to your customer database inexpensively.
Keeping in touch between purchases means you sit at the top of their mind when they, or their friends, are looking to buy. Simple newsletters, flyers promoting monthly specials or even birthday cards can be sent out on a regular basis. How often depends on your industry, but generally every 90 days.
Whatever your strategy, you stand to make a better return on your marketing investment because the message gets to exactly the right people.
Take notice of your existing clients, reap the rewards of targeted marketing, and beat your real competitor - clients who have lacked real loyalty because you don't ask them to come back.
About the Author
Asa Beavers is a small business coach and consultant. He shares tips, techniques and strategies with smalll business owners to boost clarity and focus, create strategic action plans, and increase sales and profits. Visit his website at www.redlinebsg.com, email Asa at asa@redlinebsg.com, or call 919-367-0790.