Most businesses chase new customers. They have positions called New Business Development – and the person filling this position generally has to do cold calling – phoning potential clients and trying to get them on board. The pressure is really on – the new business development / manager / consultant has to make 5-10 calls per day, setting up a large number of appointments every week. And they are measured against these numbers. Lo and behold if you do not show the right numbers!
I have absolutely nothing against getting new customers. In fact, a business needs new customers on a regular / steady basis. “Old” customers will fall off in time, so you need to top them up. No doubt about the importance of this.
My gripe however is with the companies so obsessed with NEW customers, that they usually neglect or ignore the existing ones. They give them mediocre service, they do not make an extra effort to go the extra mile, and generally do not treat them with the required respect. Why is this? Why not ensure that your existing customers customers are treated like royalty – handling them with gloves – offering them the very best – and more? You should do everything to guarantee that they remain YOUR customers. They are loyal to YOU – is it then to much to ask that you also treat them with the dignity they deserve? Why is it that we are always willing to treat “new” partners, customers or employees with high respect – BUT we treat our “existing” partners, customers or employees with little respect? Because we believe that we already”own” existing customers? But the new ones need to be wooed, we need to put our best foot forward, to get them on our side?
Existing customers are a company’s BIGGEST asset! They are your “friends”, they know you, know the way you operate, has accepted your offering and will most likely buy from you again. You spend lots of money, lots of time and lots of effort to get them on board. They are loyal to YOU. Maybe it is time that YOU now show them that you appreciate their support. That you will bend over backwards for them! They are on your CUSTOMER LIST. And this customer list should be valued, nurtured and protected with all you have. This loyal list of “followers” is GOLD. Look after it as if it is real physical gold.
When you launch a new product or service your existing customers are you easiest prospects. Give them preferential treatment – these people should be informed first, they should be offered a discount! They supported you over the years, now it is payback time. NEVER, EVER forget who were the people who supported you, who ensured that you are still in business. You owe them! Please show that you understand this and that you genuinely care for them.
Yes, you need new customers. But never at the expense of your existing customers list. “The money is in the list” – that is a cold fact.
Prof Gary can help your company to make strangers friends, and friends customers. Contact me regarding my Perfect Marketing System (PMS).