When The Job Is Done: 3 Marketing Tips For Your Old Client List
The last turn of the wrench and fall of the hammer may mark the end of one transaction, but it’s not the end of that client. Even when the job is done, that client remains a wealth of information, referral business, and continuing business. It’s important to not let your past client list gather dust. Believers of the Pareto principle, also known as the 80-20 rule, know that 80% of your sales come from 20% of your clients. So while getting new customers is always important, the cultivation of previous leads who already have had positive encounters with you should not be ignored.
Add To Your Online Credibility
Customers talk about you. Whether it is a good or bad review, you should be the first to know. Immediately after the job is completed, the first follow-up should ask for an evaluation of our employees and your services. It may seem awkward at first, but it is important for the growth of your employees and your business to ask for the review. By providing some sort of feedback form, be it a physical review card or an online review submission on your company’s website, you get to act as the gatekeeper of your online reputation. This ensures product satisfaction and identifies weaknesses in your company’s methods and people. The source of negative reviews can be addressed and remedied, which aids in converting dissatisfied clients into satisfied ones. Customers with glowing reviews can be further directed to online review sites such as Yelp, Google, Facebook, and Angie’s List. Just be sure to NOT offer an incentive to reviewers.
Tell A Friend! Getting Referral Business
A few weeks or months after the job is a good time to once again touch base with previous clients. It serves as a good opportunity to thank your customers and maintain top-of-mind awareness for future work. You can further stimulate your past client base and generate referrals by creating a Referral Reward System which incentivizes both the old and new client.
Creating Customers For Life
Create lifelong connections with clients who have supported your business. Email marketing, direct mail marketing, and social media marketing are a great way to stay in communication with your previous client base without annoying them. Occasional contact is a great way to maintain top-of-mind awareness, just don’t hammer away at their inbox or mailbox with endless offers – Monthly or seasonal marketing efforts are usually enough.