Concentrate on the old this week

by Drew McLellan

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July 23rd, 2007 · 8 Comments · Customers/Clients, Strategy

Current or past clients are a goldmine of potential new sales. Here are some of the advantages of selling to someone who has already bought from you:

They know who you are and trust/like you enough that they've done business with you
They are more likely to take your calls than a prospect
You'll be able to get past their gatekeeper
They've already experienced your product
They are also great referral sources
They are the source of testimonials
If they had a good experience, they will want more

Of course, if you fade away and lose touch, they will lose interest. So you want to be sure that an element of your marketing/sales plan include staying in touch with these very valuable customers.

Of course, you're going to have to talk to them differently. It's like the difference between talking to a stranger and talking to your cousin.

If you are like most businesses, you spend a disproportionate amount of your time chasing strangers and not enough time talking to old forgotten cousins.

Do you have a cousin or two that you should reach out to this week? Do you have something relevant to say?

Ease into the week — who creates a lovefest for you?

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8 Comments so far ↓

sherry Borzo // Jul 23, 2007 at 10:56 am

You’ve inspired me with your challenge and your ideas Drew. I updated my sendoutcards database so that all my members and merchants are there and I can send them mailigs.

For example, I will have a free coffee gig in September for all of them.

I’m starting my directory of locally owned businesses with a goal of mid 2008 because of your ideas too.

Great suggestion to work on the relationships with your existing customers. After all, they spread the word better than I can. Especially in my case since my goal is to build community.

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Simon Payn's Effective Customer Newsletters // Jul 24, 2007 at 1:36 pm

The golden oldies

Drew McLellan summarizes as well as anyone I’ve seen the reasons why it’s smart to focus on your existing customers as well as going out looking for new ones. See his post, Concentrate on the old this week. Here are

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Rush Nigut // Jul 24, 2007 at 9:44 pm

What a great reminder, Drew. It’s amazing how when I call old clients I almost always get new projects. It is by far the easiest way to get work.

Rush

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Becky Carroll // Jul 25, 2007 at 11:41 pm

Drew, I agree with you 100%. Most companies focus so much on “new” customers they forget about taking care of the “old” ones. Yet these customers are an organization’s most valuable asset.

Thanks for keeping the issue visible. You rock!

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ModernMagellans // Jul 26, 2007 at 7:11 pm

Why Don’t People Call Back?

I have seen too many companies that collect information at trade shows and meetings that then fail to follow through with a call or mailer. Why collect information from people who stop by the booth and then just add it…

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Drew McLellan // Jul 27, 2007 at 2:34 am

Sherry,

If a company has a small budget for marketing, they should always spend more heavily on their current/past customers.

The ROI and speed of the return will outweigh prospecting every time.

Drew

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Drew McLellan // Jul 27, 2007 at 2:35 am

Rush,

What would happen if you called 2 old clients a day?

Drew

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Drew McLellan // Jul 27, 2007 at 2:36 am

Becky,

It’s easy to get lured away by the shiny new toy. But we all need to remember that the love and money comes quicker from those who know us.

What’s your best “current customer” strategy?

Drew

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