What are some good ways to sell to existing customers?
I am always thinking about finding new customers, but I have sold quite a bit to a decent number of people already. I am thinking I might do better focusing on getting those people coming back. What are some good ways to sell to existing customers without being annoying.
The good old-fashioned phone call works. Customers who have used your service successfully would welcome a call from time to time just to see how things are going. Depending on how many clients, you've got, you can make a plan to call a number of them each week. Always a good idea to gather some info prior to calling them. Did they complain about anything? Is there any ongoing issue? Are they up-to-date on invoices? Are they publishing anything interesting on their website, social media, etc. that gives you hints on what they may be up to?
If you show interest in what your customers have been doing, you've got angles for nice conversations. From there, you can find out more directly from your customers and see if anything comes up.
I wouldn't go calling to ask "Hey, any more business for me?".
I'd focus on the relationship first.
Something else that may be of interest if your customers are all local: a round-table lunch or dinner. You can organize one every so often. Invite 5-6 of your customers and prepare a handful of topics you know they share and that are related to your business. This isn't direct business when the dinner ends, but it's the occasion that creates goodwill and nurtures relationships. Don't wait up for a call; give them a few days and call to find out how they liked the occasion. Pick up on what they said at the event and make a conversation about it.
Webinars are also becoming popular. But you face not having an audience if you don't prepare well enough. It's not just that the webinar topic has to be interesting; you also have to know that your customers have a problem in the area yo choose.
Existing customers and any prospect who has shown past interest are significantly more important to stay in touch with, than to continue to seek new prospects.
The trick is to stay in front of them consistently, not so much to bug them, but to provide good value. Text or emails are likely the best. The mistake often is that one forgets to continue good marketing with the message. It is not just to keep your name in front of them but also to remind them first of a want they have that you take care of, then the solution that you provide, then educate them and tell them how to take the next step to consider future (additional) purchase.
Call them for any reason that is not about selling them more. If you see PR regarding them call with a compliment. If you see an article about their industry forward with a question. If you have a question about your business product or service call them for their advice/opinion as a valued customer. Take them to breakfast, lunch, dinner or drinks to "catch up" and build the relationship. Know their birthday, spouse birthday, anniversary or anything else significant and make contact.
There are a hundred reasons to call them and NOT ask for business, but ending any encounter with "Is there anything I/we can do to help your goals/headaches/opportunities..." will be well received and lead to more opportunities.
One thing that I recommend to all my clients is to create what is called a Product Funnel. It's a list of your products and services that leads your clients down the funnel. The list of products and services provide affordable services at various prices. Free items to attract new clients. Once those clients are attracted and get to know you, you have Low-Priced items, then medium, high and premium priced items. You can also bundle several products together, to create the medium and high priced items.
If you need some assistance creating an appropriate Product Funnel - please let me know. I can help you with that.
David and Sunita's answers are excellent.... I would add that I always asked what is the single biggest problem that bothers you most? I did not worry about the volume from the problem, even it was small, I knew if we showed our abilities to solve. opportunities would follow...
Many mature companies record 80% of their revenues from existing clients. Maybe it's just the Prato Principle playing out but the question is always, 'how can you add more value to your client relationship?' Also, note that customers are more transitional relationships while "clients "are often characterize by a long-term relationship where you are often the go to person to help address a need in your area of expertise. So, demonstrate your expertise and you will find out what your clients needs are that you can help solve.
Assuming the boutique designer clothing store in your profile, I'd think you should expect to have many of your customers visit several times a year. I have to imagine those interested in boutique designer clothing are interested in new outfits, staying up to date on trends, dressing for a variety of occasions, and changing styles with the seasons. I'm not much into clothing, so I could be wrong, but that's my sense.
Certainly you need a way to keep in contact with them, so as others have said I hope your collecting email addresses from your best customers. I'm sure they'd appreciate you letting them know about changing trends, seasonal considerations, ways to maximize their wardrobe spend with creative ideas, and any number of topics that would naturally lead to a visit back into the shop.
The best way to sell to existing customers is to provide them with an exceptional experience and then offer them an opportunity to repeat it.
It sounds like you're perfectly positioned to be an important part of your clients fashion lives.
Most people focus on traditional marketing, only about 10 percent implement relationship marketing which cultivates those relationships, promotes repeat customers and generates referrals. When you implement the other side of the marketing strategy, you will see mich stronger success.
I think selling to existing customers is far easier than continually getting new customers but as David points out it does depend on what you are selling and in what format you keep your customers details. I'm happy to give you some further tips and advice if you point me in the direction of your website so that I can check out what you sell.
It is also helpful to meet with on-going clients and ask them about their business and about the challenges they are currently having. What new services or offerings can you provide that can help them? The best way to market additional services, add-on's or more of what you have sold in the past, is to understand your client's needs and try to offer products and services that solve those challenges.
Presuming you have a yes to David's question of mailing list, here is something you can do, Kristy.
... Updating your existing clientele with exclusive "old clients only" offer related to your services - may be once in two months so it doesn't look too pushy.
... Asking them how they're doing with your earlier service or product and if they need any help making it better. Most of them may get back.
... Sending them help articles or guides or under 1 minute tips once a week or success stories once a month to keep them motivated about their purchase from you.