Sell More to Existing Customers
“Really good customer service will deliver sales. You are training salesmen to give the best possible advice and then to achieve the sale. People actually like you to ask for a sale because it shows you value their business.” – John Caudwell
Every business needs new customers to exist.
Read our article on attracting new customers to find out ways to achieve that. But don’t underestimate the value of being able to sell more to existing customers. Your business will be a success when you can make sales and it is a well-known fact that it is cheaper and more effective to sell to your existing customers than it is to market to new customers. There is often little cost as you already know who they are and what they need.
Existing customers already know who you are and they trust your business There is no need to put out large advertising campaigns to attract new customers and then run a follow up campaign. With existing customers, you can easily and simply start a dialog and see if they are in the market for an upgrade of their current product or service, or if they are looking for something your business can help them with.
When you launch your business you might be able to easily stay in contact with your customers on a one to one basis. But as you start to grow and gain more customers you will need to look at other ways to stay in contact and let them know how you can benefit their business. Email marketing, social media and running events are good ways to stay in touch with larger customer bases and allow you to sell more to existing customers.
This is not cynical though. The aim here is not to bleed your customers pockets dry, the aim is to use this as a way of showing your customers you care about their success by offering services or products that are going to benefit them and not just selling for the sake of selling.
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Always approach this as a way to boost your reputation with your customers. In time and with the correct execution you can increase the chances of these existing customers recommending your product or service to their friends and bring in new business for you.
As always, making sure your service is as good as possible, developing your product, listening to your customer, dealing with issues professionally – all this encourages loyalty and repeat business. For more details on this read our article on product and service development.
If you have the ability to sell more to your existing customers do it. It will be more cost effective and is an opportunity to provide high quality customer service to increase the chance of referrals from your customers.