June '21

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G R A P H I C S - P R O. C O M 2 0 2 1 J U N E G R A P H I C S P R O 1 5 know to be a good sales potential; they've already bought from you. Here are a couple of key elements to use to retain your current customers: 1. Stay in Contact: This means by phone, email, eNewsletter, direct mail, and in person, if possible. 2. Post-Purchase Assurance: Follow up on their most recent purchase(s). Your customers need to feel like they are being supported for their purchase and with the item or service they pur- chased. How many times have you pur- chased a product, then felt completely abandoned? A. Something as simple as a thank-you note with your contact or customer service information can go a long way in retaining a great customer. B. Think of it as a simple, "I didn't for- get about you. You are why my busi- ness is successful." C. It's an unexpected gift at an unex- pected time. 3. Deals and Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to re- ward loyal customers. You can also do this with a preferred pricing option. A. The trick here is to offer it person- ally. Don't use an ad or a social me- dia post that everyone can see. Use email or direct mail. Something that says you tried to find them. During periods of trauma (like a once- in-a-generation health crisis, for example) people are going to feel marginalized. They are going to feel left out, or worse, singled out. They need to know that someone cares about them. This is your opportunity to give them the unique experience they don't get from their government, the cable com- pany, or cell phone provider. Let them know someone appreciates and cares about them. Your old customers will provide new cus- tomers. Get their testimonials, have them tell their story to others. Give to your old customers and they will pay it forward with new business to you. It's what's known as Social Proof. Per Wikipedia: "Social proof is a psychological and so- cial phenomenon wherein people copy the actions of others in an attempt to under- take behavior in a given situation." How useful is a review on Amazon ver- sus clever marketing copy? How valuable is a referral from a friend or neighbor for a plumber/electrician/mechanic? Those work just as well for your business. Your old customers can bring them to you. Give them a reason. THE ROARING 2020s We're almost halfway through 2021. The CDC said in April that 50% of Americans had at least one vaccination. Government infrastructure bills are flooding congress. Stimulus payments are arriving in people's bank accounts. The SP500 is still climb- ing. Travel restrictions are easing. States are lifting mask mandates. People want to escape their homes and get back out there. Who will be waiting for them? You. GP DANA CURTIS is the founder and CEO of Biztools, a strategic consulting firm that helps small busi- nesses multiply revenue through improved cus- tomer experience and pivot to new markets. Visit his website at,or contact him via phone: 602-529-4562; or email: FOR MORE IDEAS TO GET YOUR WHEELS TURNING POST-PANDEMIC, CHECK OUT THESE TIPS FROM INDUSTRY INSIDERS:

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