You know that clients are the lifeblood of your business – but do you recognize your existing customer database as the treasure trove of sales it is? Effectively working that hard-won list of customers is key to your future success! When done systematically, continually marketing to this list can increase profits by a surprising degree.
Marketing to existing clients doesn’t have to be expensive or time-consuming if you choose email. Time and again, the cost of an email campaign — compared to the cost of losing clients and wooing new clients — has proven incredibly cheap.
Why Staying in Touch Works So Well
It Helps Reveal New Needs and Trends.
Staying up-to-date is crucial. What was a hot seller last year may be less relevant today. Truly listening to your customers makes it much easier to identify new trends and opportunities for your market.
Keeping in touch using content such as e-Relationship’s e-Checklists, e-Videos and e-Storyboards tells your clients you care about their future and want to offer them the best options — and provides them with an easy way to reply to you with updated information. Upselling is much simpler when you’ve just received news of a new baby or a request for more information on saving taxes.
It Keeps You Top-of-Mind
Regular communication with your clients not only keeps them aware of your products and services, but also keeps you top-of-mind. When yours is the first brand they think of, clients are more likely to refer you to a friend — and to stick with you when a competitor tries to pursue a sale.
It Builds Trust
People buy from those they know, like and trust. This is especially true in the financial services industry. Investing your time and money into building a trusting relationship with your clients is never lost. When you tell each new person you meet that you want to treat them as a valued customer, you begin to build a never-ending source of new sales. When you continue emailing them after that first sale, your ongoing attention will turn them into loyal customers.