Hi, Remember Me?

Sometimes we can get so engrossed looking for new clients that we forget to stay in touch with those we already have! If that sounds ridiculous, when was the last time you spoke to your past and present clients?nnJust as you put in a place a follow up system to market to prospective clients (you do have one of those don’t you?), so you need to ensure you don’t neglect people who have already bought from you! Otherwise, it can give the impression that, once you’ve had their money, you’re no longer interested in them. It doesn’t exactly encourage them to return, does it?nnWhen I first worked in ‘corporate land’, vast sums of money were spent each year on (usually alcoholic) gifts at Christmas, as well as wining and dining those special clients. With all the budget cuts and change in attitude towards such large quantities of food & drink, I don’t think this sort of thing goes on so much these days – but it was good fun while it lasted! nnA lot of businesses categorise this type of activity under the ‘Customer Service’ umbrella, which it strictly speaking is. What I like to do is incorporate it into my regular marketing strategy as well, because that way I know I will take regular action. Perhaps it’s just the way my brain is wired!nnWhichever way you look at it, keeping in touch with and marketing to your existing client base can be both less expensive and less difficult than looking for new business all the time. If you hate the ‘cold calling’ aspect of marketing, then building on lovely ‘warm’ relationships will be much more your style.nnYears ago, I recall receiving Christmas cards from my local Indian restaurant. I always thought it was because my (then) husband and I spent so much money with them! In a way it was, but the main motive was to get us to spend even more after the holidays! Now, most pub chains and restaurants that you visit will take care to collect your mailing details and send a festive card.nnMy local hairdresser has a good idea to reward loyal customers and encourage business during their quiet time immediately after Christmas. They send out discount vouchers very early in the new year, which are valid for appointments booked and held in January. nnSome supermarkets also realise the value of keeping in contact with regular shoppers. Sainsbury send out birthday greetings in the post, enclosing a voucher for a free treat available from their store (a small box of chocolates or biscuits – yum!). Not only does this make the shopper feel special, they also have to visit the store to get their gift, no doubt buying other goods at the same time.nnFinding ways to stay in touch with your past and present clients does require a little planning and forethought. If you do it right, you will keep them feeling special and thinking kindly of you and your business. Not only will you benefit from their continued custom, they’re more likely to recommend you to others so you’ll get referred business too!nnSo, what are you putting on your ‘Remember Me’ list?nn© Louise Barnes-Johnston, 2008