April 10, 2007
Do Your Customers Know Who You Are?
As the great Dan Kennedy has said on multiple occasions, “For every month you’re not contacting your existing client base, you’re losing 10% of the value of that relationship.” That means if you go 10 months without so much as saying “BOO”, you’ve lost all inherent value in that relationship.
Ouch.
Think about it for just a moment. If you’re not contacting them and they have no idea you even know who they are, what reasons have you given them for continuing to be loyal? When the neighborhood low-ball scrub comes along and offers to provide the same services for significantly less than what you’re charging, what incentives or motivation have you given them to resist the temptation?
If you haven’t at least touched base to let them know you still appreciate their business, chances are they don’t have a very good reason to stay loyal.
However, if you’ve taken the time to periodically drop a quick note in the mail, or shoot them a quick email with some suggestions for sprucing up the outside of their property, or heaven forbid, you pick up the phone and give them a quick call just to check in, your chances of retaining that customers AND selling them additional services goes up amazingly high.
All it takes is a teeny, tiny bit of effort and you can create a relationship and loyalty that will firmly establish your business for years to come. People want to do business with people they like. They want to feel needed and appreciated, even if they’re the ones paying for the service.
Don’t take these relationships for granted. Figure out a way to reach out every once in a while, at the very least once a month, to let them know you’re still there and that they’re still a big reason why you’re in business.
Filed under Direct Mail, Lawn Care Marketing, Word-of-Mouth by Chestin
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