I was with an engineering client last week discussing Marketing initiatives over a cup of tea and a Hobnob.

They seemed surprised when i told them the fact that it costs more than five times as much to get a new customer as it does to keep an existing customer. On discussing how they engage with their previous and existing customers we set to developing a strategy for taking existing customers and turning them into both repeat buyers and spokespeople for their company.

Some of the elements we discussed were:

• Focused on Customer Relationship Management Database development - Target personal details - Birthdays, Anniversaries (personal and corporate), likes/dislikes interests - These details helps to strike a rapport. They show your commitment to go the extra mile to build a professional relationship.
• Purchase history - Allowing you to schedule communications to get the best response, whether it regarding a warranty, service, inspection or maintenance time - even if it is just product advice with no direct cost from you - Demonstrating your commitment to good service.
• Industry experts - Inform your customers of new innovations within your industry and how your company is looking to adapt to ensure the high quality and future proof services you offer.
• Referral Schemes - By allowing your existing customers to connect you with their clients
• Added value services - More often than not your service can be complemented and enhanced by those of another company and vice versa. By opening the door for their services you not only add value to yours but you can earn a healthy commission and have the opportunity for them to open doors for you.

By working out a schedule of events and opportunities to communicate effectively you will find that your Return On Investment improves dramatically, relationships and loyalty become stronger and business becomes easier.

If you would like to experience the same or would just like to have a look at what can be done then please give us a call.