Keeping Customers

It costs much more to acquire a new customer than to keep an existing customer. Everyone knows that---they teach that in customer service 101.

And today it is easier to stay close to customers, keeping them informed of new products, new uses for products they already purchased from you, and special deals and offerings you have in the works.

Many businesses have a seasonal aspect; whether it's the typical retailer's season in the fourth quarter of the year, the spring and summer period for products like lawn tractors, or those that focus on winter hobbies, you can stay in front of your competition by offering year round information, time saving tips, and communications.

Even if people are packing away those tractors for the season---think coupons for repairs or maybe a clearance sale for that guy who dreams of a replacement model for next year's lawn.  This can be done relatively inexpensively through your website, social media, newsletters, and business blog.

Year round connection, a club-like atmosphere, personal communication---means you'll be hanging onto the customers you already have. And new business marketing can focus on new business---not only replacement.

Connecting

This morning, like every Wednesday morning, in my inbox was an email outlining the farm fresh produce available at one of my local farm markets. My mouth watered as I read about the sale priced tomatoes, watermelons, peppers, peaches, and pears. Also offered was a variety of sale priced nursery plants.

Two links to the farm stand's website were included in the simple text type email; one to a special internet only coupon and one to a job application---the farm stand is hiring and giving a customer an inside to a job.

I look forward to the Wednesday email. I miss it when it is late. I read through the deals each week. And it gets me into the market to get peaches to can or tomatoes for sauce, even when I wasn't thinking of canning peaches or making sauce.

Proof positive that regularly connecting with your customers is important---whether you tweet or send a simple email find a way to regularly connect.