There’s Gold In Them Hills

Are you staying in touch regularly with your customers? If you have their permission to contact them (and the best time to get permission is at the time of the initial sale) you need to follow through and stay in touch. Sounds pretty basic but a lot of companies fail to get permission in the first place and others fail to regularly contact them.

Here’s a suggestion you can adapt to your own company. Go through your list of customers/clients and pick out the ones who last purchased your products or used your services over two or more years ago. Put together a letter that tells your current company story (companies change and stories change) especially what has happened in the last few years. You will have new services, products, employees and more to talk about.

Early in the letter, state that to show your appreciation for them as a valued client/customer – you have some special gifts for them. You need to know what you can afford to give away to generate new sales. For that you need to know the lifetime value of your customers. I discussed this before. Here’s two postings that talk about it – Ten Sales and Marketing Ideas and Blocking and Tackling. You can tie the client appreciation letter in with a business anniversary, a award or recognition you receive or just because you want to say thanks.

You need to make the gifts of a value that will get you a response so don’t try and go frugal. If you have a store, you want them to come in to visit with you. If you provide professional services, I would put together three evenings or two evenings and a Saturday as client appreciation days and ask them to stop and visit to pick up their gifts. Adapt the program to your type of business and chose the best way for you to interact with them.

When they do visit, make sure you build the relationship again. After all, you haven’t heard from them in over two years. Find out about their lives. Tell them about yours. You need to establish rapport all over again. Also, you need to demonstrate some value in terms of your services or products. Let them know about all the great things that have happened since you last got together. But, don’t dominate the conversation! Listen at least 70 – 80 percent of the time by asking good open-ended questions. I wrote about the Six Honest Serving Men here.

You have lots of new sales just waiting to be mined. And, like all mining, it takes work. But, you already knew that or you wouldn’t be reading this blog. Go get your hands dirty. There’s gold sitting in your database waiting for you.

And now with attribution to Coldplay

A word or two, my friend
There’s no telling how the day might end
And we’ll never know until we see
That there’s gold in them hills

There’s gold in them hills
So don’t lose heart
Give the day a chance to start

There’s gold in them hills…
There’s gold in them hills…

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People do business with people that they know, like, and trust. Since we can’t pick or choose the “type” of person we are most likely to trust and like right away, we need to learn how to effectively with everyone’s personality style.” Learn how in this report and start increasing your sales right away!

Selling To The Four Personality Types

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