One of the easiest and most profitable ways to improve your profit picture is the one that is often overlooked.
You do not have to travel any further than your front door to find this n0-cost, ready-to-be-tapped source of new and highly profitable sales. It resides right under your own roof. It is your house list—those people who have purchased or used your product or service in the past.
You can call them customers, buyers, owners, subscribers, members or past guests. It doesn’t matter. Your existing buyers are your most likely NEW buyers. They're also potential advocates of your business, and (Bonus!) they all have “friends” with similar interests, too.
Your existing customers are a ready source of new business that’s just waiting to be reached.
Strangely enough, most of us spend most of their marketing and advertising dollars trying to attract new customers and we ignore the very people who got us where we are. But, it’s relatively simple to reap profits from this market segment -- your customers.
You have already done the hard, expensive work. You’ve successfully converted what were once “ordinary” people, a segment of the “general public”, into a special group. They are now your customers. You’ve captured their attention. Convinced them of the benefits, the dream(s) you've promised them. You have, to some degree, allayed their fears and cast their doubts aside.
You have convinced them to believe in you. To trust you enough to become one of your family.
Hopefully, they are satisfied customers. It should go without saying that you should always be working to be sure they remain satisfied customers so that they will have nothing but praise when mentioning your company.
Indeed, a large part of marketing to your customer list is reinforcing and building upon that bond, building on that goodwill, and having them become a bigger part of your profit picture...as YOU become a bigger and bigger part of their PURCHASE picture..
All of your customers should be treated differently and BETTER than the “general public”. You must break out the best customers from the so-sos or the one-time buyers and treat each segment differently. A few examples:
Build strong customer relationships -- then cash in on them
You’ve cultivated goodwill and encouraged a continuing conversation. You must never let them forget that he or she is a valued customer. You should develop a separate marketing communications program just for the differing segments of your customer base.
Never take their trust for granted and always find ways of deepening your relationship with them, and their friends, too. It will be very satisfactory AND will produce the best ROI in your marketing, too—guaranteed!
Want more info on Marketing to Your Customer List? Email Bob
Bob Kesner, Evergreen Direct's Marketing Rainmaker, has worked for almost 35 years in national and international marketing including start-ups, small- and mid-cap firms, and Fortune 500 companies in the U.S., Canada, Japan and Mexico.