By Nikki Viljoen – Viljoen Consulting.
So how do you deal with your ‘Focus on Customers’? Do you focus more on getting new customers or do you focus on existing customers or what about ‘old’ or previous customers – do you ever revisit them?
Here’s the thing – it is always a good idea to bring in new business, it’s healthy for the Company to have new ‘blood’ from time to time. That said it takes time to build new relationships and it can be a costly exercise, although it must be done.
What is an alternative idea though, is to promote your business and/or new products/services to existing, current or even previous customers. The relationship is already built. Trust and credibility issues have already been dealt with and both you and the client know what to expect.
By reaching out to your existing data base, you will be able to significantly reduce your marketing costs whilst keeping your turnover on the up and up. These clients have ‘proved’ their willingness to purchase your products and/or services and you have them on hand, it’s not like you would have to prove yourself all over again.
I am sure that any marketing person anywhere, will tell your that one of the biggest assets that your company has is your data or customer base. So use it, all the time.
You need to understand that just because one sale has been finalized, it does not mean that the relationship is over – it’s just beginning. Remember that and your current customer base will forever be your ‘bread and butter’ whilst new customers will become the icing and the cherry on top of the cake.
Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za
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