We all know that it takes more time, effort and money to get a new customer than it does to sell to an existing customer. So why don’t we do a better job of selling to our customers? I have a client that provides services to a very finite audience. He knows every possible customer and prospect in the markets he sells to. His company is very responsive to their needs and always creating new products for them, However, he never informs his customers about these new products unless they’re the one it’s created for. The idea of creating a superior product or service and keeping it a secret may seem crazy, but in fact, that’s exactly what so many of us do.
So the question is, what do we do about it? There are two immediate steps we can take. First and foremost, have a plan. We spend all sorts of time planning ways to get new customers but little time planning how to sell more to our existing customers. You need to understand why they buy from you to ensure they continue to do so.
Second, communicate! Talk to your customers. Find out what their needs are and you might find you can fill them. We often assume that our customers understand our business and know what we have to offer them. This is not the case. If you get your name in front of them on a regular basis, you will be the person they call when they have a need, even if they’re not sure you can fulfill it. A cost-effective way of doing this is through e-marketing. It will also drive customers to your website to remind them what you can do for them.
The bottom line is, the more you communicate and educate your customer, the easier it will be for them to turn to you when they need help.