A lot of times in business too much focus is put on sales leads and not enough focus is put on the existing customer base. This mistake happens mainly because of shortsightedness. There is always pressure to generate revenue through sales. Often, the sales lead is seen as the only way to generate the needed revenue. Once the lead is turned into a customer and the sale has been finalized, the customer is ignored because attention has turned to the next lead and the next sale. What these businesses don’t realize is that they are leaving real money on the table when they ignore the existing customer.
You see, existing customers represent a direct and indirect revenue stream that is just as valuable, if not more valuable, than potential customers. Simply because they have purchased your product or service does not mean that they aren’t ripe prospects for another purchase, now or in the future. Likewise, because the ink on the sales contract has dried doesn’t mean that the existing customer doesn’t know someone who may be your next potential client. It’s relatively easy money waiting to be picked up. All you need to do is follow up with your existing customers.
One of the first benefits that you garner by following up with your existing clients is trust. Of course these customers have already trusted you. They wouldn’t have made their initial purchase from you if they didn’t. However, that’s no reason to let that trust wither on the vine. When you contact the client to see how things are working out or to see if you can be of further service you are re-establishing and growing that trust. Why is this important? Well, when an existing client trusts you they are far more likely to make another purchase from you or recommend your product or service to friends and family.
Another benefit of customer follow up is that it allows you to detect and deal with potential problems before they become major issues. No business owner appreciates returns and refunds. Well, returns and refunds are largely the result of customer dissatisfaction. When you contact you existing client base you have an opportunity to be able to see any potential dissatisfaction. You can find out what is making the customer dissatisfied and take care of the problem. Doing so, greatly decreases your refund and return rate. This, in turn, increases your profitability. Increased profits are a good thing, so make sure you start contacting some of your old customers to see how they’re doing. You’ll be glad that you did.