It’s easy to take your existing customers for granted and focus on offering good deals to recruit new customers. This was how companies like Maxis and Astro operated until recently when consumers got smarter and started finding other companies to save them more money or offer them better packages. It’s more difficult to get back a lost customer.
More than half your marketing time should be devoted to your existing customers. A cornerstone of marketing is customer follow-up. Without it, all that you’ve invested into getting those customers is like dust in the wind.
If your business already has customers, you have fuel to help make your engine run. If you’re a small business owner, your ability to be up close and personal with your customers, is one of your biggest advantages over your competitors, especially your larger competitors.
Your larger competitors are likely using software to “get to know” their customers. They are compiling their customers into groups, giving them labels, assigning value scores and then blasting them with messages they deem to be likely to generate more revenue and customer retention. The large competitor often focuses the most attention on their customers when the customer announces they are leaving. At that point that competitor uses their “software knowledge” of the customer to attempt to “save” them. Their “customers” quickly become data, statistics and probabilities.
A good marketer designs their business with the end in mind and that end, is delighted, loyal and interactive customers. They know that should be:
- keeping things simple for the customer.
- not wasting a moment of the customers time.
- focusing on the tiny details that which make their business unique.
- positioning the business in their marketing so the customers/prospects clearly understand what the business stands for..
The end game is to help your prospects and customers succeed. They want to succeed at earning more money, building their company, creating happy times with their family and friends, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help. You can show them how to achieve their goal. Marketing is not about you. It’s about them.
When you begin your business, you start with an idea of what your customers want. Every customer that you attract along the way is an opportunity for your to grow your knowledge about their needs, wants and desires which will help you to refine your positioning as you market to prospects.
All you need to do get insight on your customers is to ask questions and listen to the customer.
The more questions and the more answers, the more you can see the world through your customers eyes. A good marketer uses this knowledge to continually improve their business and ultimately to delight their customers. Those delighted customers return to make additional purchases, they tell their friends about your business, and they introduce you to opportunities to grow your business that are outside of anything you may have considered on your own.