This week, I’d like to talk about some ways that you can use old leads (be they customers or simply interested parties) to create new revenue.
Let’s face it – old customers are great. They can look past a poor customer experience (in many cases) with a sort of strange cognitive dissonance that allows them to be more easily retained (within reason) than the costs of acquiring new clients and they offer a chance to expand your own network through their network.
Before we do that, though, let me give a disclaimer: This can be as hard or as easy as you want it to be. If you have a powerful CRM/database software, it can be a cakewalk and if you choose to do it by hand, then you can drive yourself crazy trying to manage it. No matter what you have or don’t have, the following ideas are all about communication with people. Why?
People do business with people. In most instances, if you are a small business – whether you provide a product or a service – then your enterprise needs to be seen “three dimensionally”. What does that mean? We all hate the way we are treated at the bank, or the DMV, or even a big box retailer, so why would we try to emulate that in our small business? Here’s some ways to be three dimensional and reconnect with older leads and turn those into new sales…
- Say “Thank You” – This could be as simple as an automated email (that addresses them by name!) and goes out to everyone on your mailing list. It doesn’t need to have any kind of a sales message, but it could. No matter what, though, you want it to be as personalized as possible and a good CRM software can do that for you.
- Stay Top of Mind – There are a ton of ways to do this and very few of them require your direct attention. Hiring out to handle social media and then, posting regularly and with authority can be done for relatively small change each day, but whatever the strategy, make sure that you implement it professionally. Another great example is – blogging (like this one!) where you provide value to the readers and don’t continually try to upsell them on service. A call to action might be warranted, but it is not necessary – provide the reader value in the field and allow your expertise to sell. This is a similar to the idea of nurturing emails – sent out regularly to make sure that clients are staying abreast of news in the business or industry.
- Customer Loyalty – Design a simple but useful loyalty program that any returning client can join and take part in. This could be through offers or events, VIP status, or even a dedicated account manager, if the business model warrants and supports it.
- Asking for Feedback – With the variety of review platforms online, your customers are used to reviewing information about potential purchases online. Not only do you need to manage this area of your business, you also need to be soliciting feedback from every customer so that, if there was an issue, you have the chance to make it right before they go to blast you on Yelp, Facebook, or Angie’s List.
By staying in touch with your client base, you have the opportunity to be there when they need your services and expertise – as well as educating them on the finer points of your business and how it can assist them in ways they may not have thought about before.
In short, keeping in touch means you can put more money in your pocket, so get started today!
During the course of your daily interactions with clients, friends and family, remember that as a Tax Controversy expert I am here to assist you to help them from the first notice to the final letter from the IRS. Should a person come to you for advice make sure they ask the right questions before commiting to a firm. Click here for a copy of “5 Things to Ask Resolution Companies” . Fore warned is fore armed.
Call me at the office: Patrick LeClaire @ 407-287-6638. I will be here when the time is right.