I had a client that referred to himself as “the one-night-stand of the Internet”. His goal was to sell you a product and move on. Sure, he wanted repeat business. But he did not want a “relationship”. Buy my stuff and go away!
Most of us want to know our customers. We care about them. For those of us who truly love our customers, we want repeat business. But what do we do to generate repeat business?
We periodically call existing clients and check up with them. But with thousands of clients and other contacts, it’s not easy to keep up that way. We also have this newsletter, which does a great job for those who read it. But with spam filters and inbox-overload, the newsletter only reaches 10-15% of the recipients, at best.
I recommend adding multiple stages to your keep-in-touch campaign. Try a couple of these and see how they work.
CUSTOMER APPRECIATION HAPPY HOUR
DIRECT MAIL COUPONS/CARDS/GIFTS/PROMOTIONS
ONLINE ONLY INFORMATION (they have to use the site)
WEEKLY OR MONTHLY EMAILS (be consistent)
USEFUL ONLINE ONLY INFORMATION
Reach out in as many ways as possible and drive them all to your website, or to the telephone. The goal is to keep touching them and you will sell more to existing customers.