For a number of companies, marketing activities strongly focus on lead-generation to attract customers. We know this activity is often necessary to grow a business; however, this can be a turn-off for existing customers who would like to become repeat customers.
I’ll describe how you could take advantage of this in your business. You could be neglecting your repeat customers and may not even know it!
We’re gonna chat a bit about neglecting loyal customers. Unlike ignorance, neglect involves forgetfulness and omission. It’s innocent by nature, so don’t feel bad. You’re on your way to rewarding past customers.
Alright, this might be tough given the abundant lead-gen kind of times that we live today. Think about a company that you love. It can be any company, but one that you love and visit or check out to see their latest lineup of products, services or special deals.
Got one?
Does that company? …
… Provide helpful and relevant upsells? Probably.
… Execute a helpful campaign to help you following your purchase? Maybe.
… Gather your feedback about the service several days or weeks later? Gasp! Never.
Now, if that company was Apple, they don’t do the red-carpet treatment as I have I eluded to with last question. Rather, showcased a great opportunity for the free market to jump in and seize; be it Flip, Creative, Dell, Best Buy, Fry’s Electronics, or that guy who sells stuff at the flea market. These are all equally viable candidates who can seize this gap in customer loyalty.
Customers, both novices and veterans alike, desire companies who care for them beyond the sale. They thirst a company who helps them not only with their purchase, but also support, and expertise to make the most out of their product or service. These are your repeat customers. Are you going to quench their thirst, or will the second or third Google result satisfy instead?
(In the case of retail, extended warranties are not exactly a great way to earn repeat customers, unless it’s a perk you’re throwing in.)
Customers who are well-cared for on a somewhat unexpected (but inviting) basis will more than pay dividends for you and your business in the form of loyalty, retention, referrals and yes, revenue.
Now that I just snarked about how companies don’t tend to their customers, I’ll cash my proverbial check here. There are companies who do it well. They are the ones who quickly respond to customers’ concerns, anticipate their needs and provide users with relevant marketing that empowers, not overpowers them. It means the heart, soul and core values of the company are dialed toward the customer.
As for us, we have been making great strides in building strong relationships with customers and paying close attention to their business and their own individual needs. We work tirelessly to provide a total solution that you can use to help run your business and enjoy doing it every day. New users receive helpful communications from us and are contacted by dedicated small business coaches to ensure they’re getting the help needed to launch their first campaign with Infusionsoft. It’s works; we’re getting many thank you letters when people jump in, get messy and launch their first campaign to see results.
To recap, here are my takeaways:
- Don’t neglect your past customers. They want to hear from you!
- Be helpful, compassionate and personal. Don’t be annoying or ‘that guy.’
- Make use of all your resources to deliver a complete prospect-to-customer experience. You know, that fancy targeting you have in your CRM.
- Be creative. Create your own model of servicing your customers.
- Automation is great. It gives you the chance to be human and focus on your customers.
I hope this helps you reconnect with your past customers – hopefully segmented – so they can love your company. How do you balance lead-gen and re-engagement of your customers? Share your advice in the comments below!
[Photo credit macinate on Flickr]
