BUSINESSNEWS
MAKE SUGGESTIONS
FOR FURTHER WORK BUT
WITHOUT PUSHING IT
Asking questions is the first step in seeing
if there are more opportunities with your
customer that you might uncover. Then find
out what your customer really needs, rather
than simply telling them what you want them
to buy. Don’t ask customers to buy without
making sure you are suggesting the right
answer for them.
Sometimes new exciting products come
onto the market. If you are ambitious it
may be worth putting together a customer
communication that lets them know about
it. There’s an old saying of “nothing ventured,
nothing gained”.
You mustn’t overdo it, but with care you
may be able to get your customers to see this
as a helpful service, not an irritating marketing
message. The most important contribution
you can give to existing customers is your
knowledge and expertise. Do you have
any information that can be of benefit to
customers?
DON’T TAKE THEM FOR GRANTED
Never take your customers for granted.
Although I suggested earlier that you need to
establish rapport, and you do, this must never
replace the fact that they are the customer.
Make customers feel they have a special
relationship with you. Be a true consultant
for your customer. Increase your success in
retaining and growing current customers
by endeavouring to genuinely help. Offer
innovative ideas and insights if you can.
MAKE SURE THAT THEY
REMEMBER YOU
There are various ways that you can help
your customer to remember you. If they
don’t remember you, they won’t be able to
recommend you when the opportunity arises.
This might be a couple of years after you did
their installation.
To help the process, make sure that the
least you do is give them a business card. Then
have a definite name for your business and
make sure this is on your van and ideally on a
“uniform” e.g. T-shirt that you wear. You’ll be
surprised how often over the years they may
see you in the area.
A while ago, my business partner and I
were invited to visit the UK headquarters of a
well-known technology company named after
a fruit. Ironically, we had quite a “fruitful”
meeting and were given some help that we had
asked for.
After we got back to base, we sent them
some brownies. Who knows what the
connection was but we were a featured business
app in the app store not long afterwards. It
may be some hassle but if you want to stand
out from the competition, sending a little
thank you to customers after they have paid
may turn out to be a winner. You might decide
to limit this to your very best good customers.
It’s extra work, but it cements you more in
their minds and can yield a big reward.
There is nothing more frustrating than a
former customer going to the competition just
because they can’t remember your name or
haven’t got your contact details. And of course,
if you change your mobile number or email
address, make sure you let all of your previous
customers know what the new details are.
THE BOTTOM LINE
In some ways new marketing initiatives
that come with flashing lights and bells and
whistles can feel like they are doing a lot to
grow your business. In contrast focusing on
existing customers can seem a little tame. But
at the end of the day, it doesn’t make sense
to take on a more difficult task when there is
low-hanging fruit waiting. That low-hanging
fruit is your existing customers. All the best in
your ventures!
About the author
Benjamin Dyer is CEO and co-founder of
Powered Now. Powered Now’s mobile app
aims to take the pain out of paperwork for
heating and plumbing engineers as well as
other field trade businesses.
www.powerednow.com
CLEARVIEW-UK.COM » AUG 2020 » 71