Value your customers

Profit comes from customers, not sales. And it’s easier (and cheaper, by four to seven times) to sell more to existing customers than advertising and selling to new ones. (Source: The Find ‘Em Keep ‘Em Toolkit by Phil Slater.)

Release this profit potential:

• make your customers feel valued,
• recognise them as individuals,
• understand the kinds of products they want and,
• give them a personal service.

Talk to your customers. Go through your database and get in touch with each and every one of them. Ask them what they like about your service, send them information about new products, give them a discount voucher or thank them for their recent purchase.

Your communication must be polite, personal and relevant. And always include a facility for your customers to update their contact details. Correct addressing is essential to keeping your database clean.

Tomorrow: realise the marketing potential of a recession.

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