In an article entitled “Keep Those Customers Coming Back!” the Better Business Bureau stated that businesses would spend roughly five times more to obtain a new client than keep an existing one. And yet when you think of marketing, you think of reaching new clients, not your current client base.
In today’s economy, every client and every dollar counts. You cannot afford to lose any business or client. However, your current clients often become neglected because you are too busy taking care of cases on the books and running day-to-day business operations.
By communicating with the clients you already have, you increase the chances of repeat business, add-on sales, and referrals. If you currently retain 50% of your customers, a program to improve that to 80% will result in a 30% growth rate.
Often, your clients are not aware of all the services you provide, all the ways you can benefit them, and sometimes they forget about you when a need arises because they have not heard from you. They might even think you are out of business. The old saying out of sight, out of mind is true. Staying in touch with your clients on a regular basis will also build trust and brand awareness, which will give you a more competitive edge in the marketplace.
It is easy to become too busy when it comes to staying in touch with your client base; you might even think, “they will call me if they have a need.” Those with whom you have strong relationships will probably be loyal, and those with whom your relationship is not as strong can easily be swayed to another investigator. Your competitors are out there soliciting your clients through sales calls and marketing. If they become more familiar with your clients than you, they can steal your business. You can prevent this by keeping in touch with them on a consistent basis.
Years ago, we saw our clients struggling to keep in touch with their clients due to time constraints. We did our research on possible solutions. We put together a focus group comprised of attorneys and businesses and asked if they would appreciate e-newsletters from their investigator. The results showed that 86% would appreciate and welcome electronic newsletters containing useful educational information and tips. They want the information to be relevant, beneficial, short, and to the point. Like you, your clients are too busy to keep up with what is happening in their industry, let alone yours. You will be providing an excellent service to them, and they can easily forward your e-newslettter to people they know who can benefit from your services.
Due to the results of our focus group, we launched an email marketing service that has helped our clients retain their current clients and bring in new clients. This service brings added value to your clients; keeps your name and brand fresh in your client’s minds; fosters relationships, and creates loyalty. This customized service is targeted, monitored, and measured. We utilize the strength of the Internet to increase your business and client list. We provide you with three ways to educate and market to your current and prospective clients: E-Newsletters, E-Proactive Marketing and E-Greetings. Our design carries forth your brand and enhances your reputation.
Don’t lose another client. Let True Perceptions keep you in front of your clients while you work on your current cases. To learn how we can help you, take advantage of our one-hour FREE phone consultation by calling 678-641-3328 or emailing me at diana.garren@trueperceptions.com.
