I am amazed at how effective simple customer communication is.
I send out a flyer to my core customer list and I get a 40% response rate.
And yet, when I tell small business owners and mini-prenuers how effective the strategy is… they just change the subject or make excuses.
Recently, I was with my sports massage therapist. I asked if she was “keeping busy” and she wearily said “No”. That it wasn’t as busy as she would like it to be. So I said are you sending anything out to customers? And she said, “….well, my list needs to be updated. I sent out an email but I need to update my list… I’m working on a postcard but I need to update my mailing list….”
Yeah.
Okay, so here’s the problem, people; laziness. Really.
Why do we have such an objection to doing the things that work? Because they are work? or Because we are afraid they won’t work? I’m not sure.
The reality is that if you have a set of core customers, regulars, these people already like and want to do business with you or they would have gone somewhere else before now. And, if you are really good, they love you and want to hear from you. These core customers are hungry fish, you need to feed them!
Communicating consistently with your customers keeps you at the forefront of their minds. Not every customer will respond every time. But if you are there week after week or month after month reminding them, when the time comes that they need you, you are right there reminding them.
I have customers who respond to every mailing. I have some that respond once a year. But, like every business, I need them all. Every customer, new ones, old ones, ones that only come once a year, I love them all ’cause they all bring their wallets.
Segment your customer list, create a list of core customers and then, start communicating with them. You’ll be glad you did, and so will they.
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