Leadership metrics are almost always visible from an organization’s bottom-line. And nowhere is this more clear than in sales and growth figures.
But how does a leader retain existing customers and grow with new ones?
Reeling in a new customer and getting them to commit to buying a product or service takes time and money, and it can be kind of tricky since customers can be forgetful, finicky and often have no loyalty to a business.
It is really up to an entrepreneur or business employees to create that loyalty and make sure a great long-term relationship with the customer.
Re-Targeting Your Target Customer
If you’re looking to do this, make sure to re-target any potential customers in a tactful, inexpensive and efficient manner. Of course, this is easier said than done as it is not that easy to do without the possibility of causing some strife with the customer.
With this in mind, here is a quick guide on re-targeting a customer.
Follow-Up Phone Call or Email
When selling a product or service, a business should not stop at this point. No, instead, an employee should call the client and ask them if they have any questions, need any help or want to buy any more products. Now, when doing this, it is important to make it sound genuine and not like a sales call.
Customers will catch on and will grow frustrated with a sales call in the middle of the day.
However, when making it about the customers’ needs and wants, a business will go a long way in closing another sale and creating a better relationship with the customer. There are massive amounts of data available on when to do a follow-up call or email.
With a simple postcard, flyer or letter, a company can reach out to a current satisfied customer. With a target direct mail list, an entrepreneur will be a step ahead of the competition who is lost when looking for clients. In the postcard or letter, a company should send a coupon discount code for the current client.
At the same time, it is wise to stay cordial, respectful and informative.
To do so without spending a lot of money or using much effort, one should also keep it personal and put the first and last name of the customer on the letterhead. Otherwise, with an informal and indirect approach, one will possibly anger the receiver of a letter. Remember, a wise customer will sniff out a promotional flyer, and a business that can fly under the radar will enjoy a higher conversion rate when using direct mail.
In this day and age, email is popular and most people will have an address or two. For this reason, this is a cost-effective and easy medium for one to communicate with clients. Now, it is important to avoid sending out spam messages as people will quickly tire of sales pitches or marketing material. Instead, when sending out emails, a business should opt for a calm approach and try to give value to the client.
The easiest way to do so is to offer free shipping or a coupon code for a discount on a future purchase.
By doing this, and complying with all spam regulations, a company can reach out to clients without spending much money or time. At the same time, customers will appreciate freebies or discounts as most people love a good bargain.
Now, more than ever, one should use social media to communicate with current and potential customers. Just like with email, it is wise to avoid annoying or otherwise bothering customers. However, when offering true value or support to a client, one can go a long way in securing another sale.
Since social media is relatively new, most people will not have a problem receiving marketing messages as it is a cool and unique way to communicate. Of course, a company should keep it tactful and avoid sending out too many messages to followers.
When running an organization, it is crucial to re-target old customers. Without this step, a business will have to spend too much money on marketing and will likely have a hard time finding success in its niche.
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Robert Cordray is a freelance writer with over 20 years of business experience
He does the occasional business consult to help increase employee morale
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