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Is Your New Customer Bucket Full of Holes?

Written by: Stacy Karacostas

Article Overview: Most small business owners focus most, if not all, of their marketing efforts attracting new clients-and hardly any on following up. That’s like pouring water into a holey bucket. Find out how to plug those holes with simple customer retention strategies in this helpful article…

Is Your New Customer Bucket Full of Holes?

For most of my teens and twenties I struggled with chronic knee problems. At one point I went to see yet another specialist to figure out why, even after surgery, I kept tearing the same spot in my meniscus.

Back then you actually got to see the doctor for more than 15 minutes, and we hit it off well. Though overall the visit was uneventful. After the usual exams and tests, she gave me new exercises to do while using a machine that beeped when certain muscles fired. I thought "Oh boy, more exercises..." and went on my way.

Then, two weeks later, I got a call from the doctor checking to see how things were going! I was blown away!!!

Growing up working in my parent's animal hospital, we always called owners the day after their pets went home from surgery to make sure everything was fine. And they loved the extra touch. But I'd NEVER had a doctor call me-before or since.

Yet when we did this it always made a big impact. Those clients LOVED us, were extremely loyal, and sent us loads of referrals.

Now let me ask you...

When was the last time you followed up with your past clients or customers?

If you:

Are pretty sure you sent at least one thank you or holiday card...

Can't remember...

Haven't ever really followed up at all...

You're losing business-and money-as a result! But you're not alone.

Most small business owners focus most, if not all, of their marketing efforts attracting new clients-and hardly any on following up. That's like pouring water into a holey bucket.

Because you have to constantly find new customers, get in front of them until they take notice, then convince them to take action. Whereas past clients and customers already know, like and trust you. And those who just bought from you are most likely to buy again (and sooner than you think).

But only if you stay in touch regularly. If you don't, they fall out the bottom of your business and you have to start the whole process again. That means you need some effective retention strategies.

While it does take some work to get regular follow-up systems in place, the results are worth it. And you only have to do the hard work once.

To help get started regardless of your budget, below are 6 simple and effective ways to follow up ranging in cost from "nothin' but your time" to a few hundred a month...Plus tips for automating or outsourcing whenever possible.

1) Cheapest and easiest

-- Pick up the phone and give 'em a call -

Check in with your clients periodically. See how they're doing. Ask if they have questions.

Often you can have an employee, a call center, or a Virtual Assistant do this for you. As long as you provide a script, and a list of common questions and answers, they'll do fine.

-- Write a thank you card --

A handwritten card is always appreciated. Be sure to write them right after your first meeting or sale. Otherwise you probably won't do it at all. You can have an assistant write them for you or use an online service like sendoutcards.com to make it easy.

2) Minimal cost and effort

-- Start a monthly or bi-monthly e-newsletter --

This is a terrific way to follow up as long as you make sure to deliver quality content-not just sales pitches. Use an email broadcasting service like 1shoppingcart, constantcontact, aweber etc. to deliver your emails so you're spam compliant. Then pre-write and preset e-newsletters to go out later.

If you're not a writer, hire someone to write for you. Or, republish or buy prewritten content.

-- Send regular postcards --

Use a simple, low-tech system of creating all follow up cards at the first visit, then filing them in a box by month to be mailed later. Or use an online service like sendoutcards.com to automate multi-step campaigns.

3) A little more but worth it

-- Send a monthly or bi-monthly print newsletter --

To keep costs low, do a single sheet back/front or an oversized postcard. Then pack it with helpful tips, articles, quotes, etc. Again you can outsource it all to a Virtual Assistant, or buy content, if needed

-- Have a client appreciation party --

Reserve a room in a bar or restaurant, a pavilion in a park, or use your own home or office if appropriate. Ideally tie it in with a charity, or have a raffle. Then send extra invites and encourage clients to bring friends, coworkers etc.

These are just a few ideas. It doesn't matter what you do as long as you do it regularly and consistently. So start with one idea. Then once all your systems are in place, add another one, and so on.

I promise it'll be easy once you get everything up and running. Best of all, you'll love the results-and so will your clients.

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Article Tags: client, customer, follow up, marketing, new, online, retention, Small Business, Stacy Karacostas, strategies



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More Difficult Sign Up Process to Stop Spammers... - This post is more for Evan but all Mods are welcome to chime in with your opinions. I have suggested this to the owners on some of the other forums I moderate and it has drastically reduced spam. Doing these things will almost entirely eliminate spam bots and will also cut down on real people who come here to spam because they don't want to jump through all the hoops. I don't know what you have in place right now since it has been so long since I joined but here are some things that a lot of forums are doing and it works well... 1) Captcha during registration. 2) Random security question during registration. 3) Must confirm email address to activate account before you can post. 4) New members can't add signature links and/or links in posts until after they have certain number of posts. Let's get rid of these A-Holes!!!
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