If you’ve got products or services that are consumable, repeatable, and not just a one-time shot, you should set up regular contact strategies with your customer database. Monthly, quarterly, or weekly may work best, depending on your situation. As usual, you’ll need to test to find out what does work best.

Let’s say you have a service that your customers should replace every month or they should take advantage of every month. You can send out a letter or a newsletter every month or quarter and remind them how important they are to you. You could also set them up as a preferred customer or preferred client.

Let them know what’s going on in the industry.

Give them some practical tips that can make their lives easier.

Make them a special offer, a special price or a combination that’s not available to brand-new customers.

They can be the very first one to find out about new products or services that you have, and you can reserve it for them first if they’ll call, email, send in a form, etc.

If you continually work the customers by communicating with them, you will stimulate more orders.

How many can you stimulate? Every situation is different. You have to test it. By regularly working our customer base, we’ve seen anywhere from a 20-300% increase in our orders. You may have heard this over and over again, but people are silently begging to be acknowledged, informed, given advance opportunities, and led to action.

It doesn’t matter what business you’re in. This concept works well everywhere.

In retail, a letter is great. If you have a handful of really expensive clients, give them a call. Send out an email, an audio, a video. How about a simple postcard or a gift.

The point is - follow-up and test different versions against what you’re doing now (your control) and you’ll find out what works best.

Until next time - Here’s To Your Success,

Tim