Do you make the most of the customers you already have?

MAKE THE MOST OF THE CUSTOMERS YOU HAVE It is cheaper to keep existing customers than it is to find new ones. Successful businesses work very hard at building solid relationships with their customers. They reward them for shopping regularly, they ask for feedback, they look for ways to constantly improve both the products and the services they are offering. They also never take their customers for granted. The best way to look after existing customers is to stay in touch with them. If you haven’t done this in the past, don’t worry, it is never too late to send someone a letter to say thank you for their business.

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Send out reminder notices

This marketing initiative seems to have only been utilised by dentists, optometrists, the blood bank and vets. Whenever you (or your pets) are due for a check-up you receive a gentle reminder in the mail. What a great idea. So why doesn’t your mechanic send out reminder notices—‘Hey, it’s been six months since your last service, you better bring the car in’.

Stay in touch with your customers

I was recently approached by a small aluminium manufacturing company. They were having a difficult time as their particular industry had become very competitive in the last few years. After a few minutes of discussing what the main problem was (not enough customers) I asked how long had they been in business. My jaw dropped when they said almost twenty years and during that time they had almost 20 000 customers.

Remember important dates

You can show your existing customers that you are interested in them by remembering important dates such as birthdays and anniversaries. This is the perfect opportunity for you to drop them a line to say congratulations and thank them for their business.


All businesses can benefit from rewarding customers for being loyal. The hard part is to determine how you can best reward your particular customers.

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