Using greeting cards to retain customers

There are two ways to build your business:

• Find new customers to buy your products
  
  
• Retain your customers and increase their level of buying

Most business owners lean toward the first, and pour all of their efforts and advertising dollars into finding new customers. Unfortunately, that's probably not your best use of money.

Existing customers can be a goldmine, but one that most businesses ignore! Why? They are viewed as "already on-board." And now it's time to get some more. But in reality, the existing customer is your best resource for new business, especially in tight economic times. Again, why?

1. Existing customers know you and your business. You are a known quantity.
   
   
2. Existing customers are interested in what you sell or offer. The proof? They've already bought some of it!
   
   
3. Existing customers have a history. That means you can look at past sales, buying patterns and product groups. You can also review complaints and returns to see where your existing customers may be having issues with your products or services.

Using existing buyer info to increase sales

Review their buying patterns. Look for seasonal trends, recent increases, decreases or changes in buying. Look for ways to promote add-ons or related products, or to reinforce a positive trends. Look over sales for ways to correct a negative trend. Are they overdue for a tire change or a financial review? Do they always buy travel gear at a certain time of the year, but not related items or services?

Have they had problems with your services or products? Have those issues been resolved to the customer's satisfaction? If not, can you address that now? If yes, can you communicate your appreciation for their loyalty and patience?

Is there an upcoming event or season that fits in with their buying interests? Can you tie a product or service to that event or time period?

Once you've gathered all that information, it's time to use a very simple tool to communicate with these customers...send them a card already!

A simple, inexpensive but well made card. A thank you card. An apology. Or even, if you have the data, a birthday card. Printed with your company's name. But with a handwritten note inside reinforcing the message.

"Sorry about the problems you had with the washer. I'm so glad we were able to fix it for you."

"We're glad to have Fido as part of our pet patient family. Hope to see him in our new state-of-the-art pet spa sometime soon!"

Include a custom advertisement just for them. If your customer has a Ford Mustang, don't send a sale flyer for Chevy Truck parts. Existing customers are people who know you and your business -- and they expect that you know them. Show them they're right with targeted messages.

These customers can be the key to not only staying afloat, but riding on a bigger yacht. Show them you notice them, appreciate them.