Mar 31 2008
Thank Your Customers
By Bob Winkfield
I’ve called on business selling advertising for more than 20 years. The most common comment I hear is that the best advertising comes from word of mouth. That statement is quite true. Often business owners, even though they quote this statement don’t tap into that vital resource to build their businesses. Your satisfied customers and clients will tell others about your business or service. It is commonly known that it is less expensive to retain a current client or customer that it is to recruit a new client or customer. So, given these truisms, why wouldn’t a business owner devote resources to market to their existing customer base? I often hear the comment that “well my current customers are coming to me anyway, why I should offer them an incentive?” The answer is TO KEEP THEM COMING BACK! In business today, competition is everywhere; consumers are continually being bombarded by special offers promotions and incentives by your competitors. It is vitally important for you to keep your clients coming back to you!
Through the Equilibrix email marketing plans, we create a database (mailing list) of your regular clients or customers. On a monthly basis we create and email your information to your database. The information you send to your clients will depend on the type of business you operate. If you operated a car wash as example, you would want to include information on how to maintain your automobile in top condition, and offer a coupon incentive to return to your car wash for the best wash & service ever. ALWAYS Thank your customer for their continued patronage. You appreciate their business…tell them that!
If, as an example you are in a service business like a mortgage broker, you would want to create an email database of the realtors, who send you business. The mortgage market is continually evolving with rates and loan programs changing constantly. Pass that information on to those folks who refer business to you! Rather than a discount coupon like the car wash, maybe you would suggest that the realtors email or call you to enter a drawing for a Free business lunch at a favorite local restaurant. You want to keep those referrals coming in!
