So you’ve made the sale, fantastic but after the celebration that’s when the work needs to start again.
It doesn’t matter whether you’re a hairdresser or plumber, offer financial services or IT support, the future of your business relies on your ability to generate repeat orders from existing clients.
For a start, it’s easier to develop the business from a customer rather than a prospect as there is already trust in your service.
Like any good relationship it will flourish if you nurture it carefully.
Immediately after the sale make sure you follow up. Is the customer completely satisfied, do they have any questions? Thank them for their business. Even if something has gone wrong, if you are proactive and fix things quickly then your ability to respond promptly and professionally will earn you points.
Make sure you have a system for recording the customer details and diary a time for a follow up by letter. We all lead busy lives and timely reminders represent good customer service not an inconvenience.
Ensure that mailings are tailored to the customer. If you regularly survey your customers it will help you to build a picture of preferences and interests.
Keep them up to date with any developments in the services you provide and reward their custom with special offers. Remember to incentivise customers to recommend your business.
Implement Docmail’s eight top tips for effective mailers:
- Put yourself in the reader’s shoes and imagine that you are having a one-to-one conversation
- Make sure you have the correct title and spelling of the contact, which can have a major impact on results.
- Be clear about what you are trying to sell and the benefits to the customer
- Make your pitch relatable - suggest the reason your customers might benefit from what you are offering
- Get to the point, avoid superlatives, keep language simple and paragraphs concise
- Be warm and friendly, using the word ‘you’
- Is there an incentive to respond? Make sure your contact details or the call to action are obvious - an email link, a telephone number or email address
- Use mail shots for customer retention with updates on developments, Christmas or anniversary messages and loyalty schemes.