What have you done for your existing customers lately?
The holidays are often a period when old friends are remembered and contacted. Holiday cards are becoming more rare these days as simple “Merry Christmas!” or “Happy Hanukkah!” posts on social media have taken their place; but don’t meaningful, personalized letters (not those family update form letters!) stand out and connect you more emotionally to those friends who take the time to connect?
The excitement and urgency of the “new logo” chase always seems to take precedence over profitable interaction and relationship-building with existing customers. Yet as Jason Fried, co-founder and president of 37signals (the company behind Basecamp and other web-based services) observes: “If you take care of your existing customers, they will take care of your new customers.”
To complete our 2014 Marketing Resolutions series, we offer the following meaningful ways to engage your existing customers that could lead to greater revenue and advocacy in the coming year:
Visit them – There is nothing like an agenda-free, open-ended “how are you?” visit to spark conversation and communicate interest in someone's well-being. An amazing number of new opportunities can often be generated by a simple check-in, whether in person, via phone or Skype.
Send them a book – Books deliver a message that you’re interested in a customer’s future success. They still have an emotional weight behind them that few other gifts deliver.
Assess them - Assess customers' usage habits, identify value they’ve left on the table, highlight areas where they could improve, and proactively share it with them.
Praise them – In the above assessment, call out specific reasons why they are a valuable customer to you.
Send them a helpful URL – Believe it or not, a simple “I was thinking about your business and thought this blog post touched on some key points for your business” can do wonders.
Offer a free business review – Perhaps, at least for the top tier of clients, your team could invest in a free, no-commitment, on-site training seminar or business review meeting that promises to identify new opportunities for the client with no risk or commitments on their end?
Free sample – For consumer goods companies, the surprise of receiving a “thank you” sample in the mail or in-store can go a long way towards building emotional attachment and reciprocity. A “here’s one for your friend” addition can stimulate low-cost sampling that leads to new customers.
How did Mythology share our appreciation for clients this year? We recently sent a gift package of fixx chocolates (www.fixxchocolates.com) to our clients. This wasn’t just another “goodies” package; these chocolates are from a client that we helped via a branding workshop during their startup phase earlier in 2013. Not only did our clients receive amazing (and we DO mean AMAZING) high-end chocolates, they also saw an example of our ongoing brand differentiation and growth capabilities in action.
How can you grow by focusing more on existing clients? Mythology can support your efforts with in-depth strategy workshops and action-oriented relationship marketing programs. Contact us, we’d love to hear from you!
Resolution #1: Clarify your differentiation
Resolution #2: Get your customer data act together
Resolution #3: Define and test compelling calls to action
Resolution #4: Build your digital marketing capacity
Resolution #5: Love and delight your current customers