The probability of selling to an existing customer is 60–70%. The probability of selling to a new prospect is 5-20% (Source: Marketing Metrics).
So what is your plan for customer care? Do you have one except for sending a card at the holidays? Do you look to upsell them to your higher end products or services which are currently available? Or, do you really listen to them and adapt to their needs?
I’d like to suggest having someone in your company (or yourself, if you are the sole owner/employee) assigned to stay in touch with these valued customers. Determine how you can best serve them. If you don’t, one of your competitors will steal them away. It took a lot of effort, marketing and conversations to get that customer originally. See what you can do to serve them more completely. Be certain your customer knows what you are about to change or add so more of their needs are met. Wouldn’t that make you feel cared for, listened to and respected?
Also, being “transparent is important. Being clear on what you suggest, why and the benefit to them is paramount. Always be honest and sincere.
If you cannot handle a particular issue, recommend one of your affiliates or people you truly trust. Often, being on top of what the current needs are or will be in the near future, enables you to anticipate and respond more quickly. Being aware of the conversations on social media can help too.
What have you done to nurture your current clients’ relationships? Please leave a comment below. I would love to hear from you.