Guest Blog Disclaimer: This is a guest blog post by Jim DuBois of Squeegee Pros and Window Washing Wealth. The views, opinions, and positions expressed within this guest posts are those of the author.
Are You Making This Big Mistake: Not Communicating with Past & Current Customers.
This is part six in a series. Read the others with these links:
- The Cost Of The Wrong Crew
- No Formal Referral System
- Not Having A Unique Selling Proposition
- Make It Easy To Do Business With You
- Effective Advertising
Did you realize your most profitable assets are your current and former customers?
Most window cleaners don’t realize this. Everybody is always so busy trying to chase after new customers they neglect what they already have.
Tip: There is a fortune lying hidden in your database that you MUST nurture.
The fastest, straightest path to developing business growth is consistently going after your past and current customers. Your customers trust you, they have faith in your abilities, and they like you. They have bought from you before and are predisposed to buying from you again. So, wouldn’t it make sense to become proactive, even ‘ethically’ aggressive — in marketing to your existing clients?
You’ll quickly find your easiest source of new profits, using this one idea. It’s downright expensive to get new business. While the cost of reaching your existing customers is almost nothing since you’ve already paid to get them. You’ve got to make new offers (whether features or specials) and provide additional services for your customers. This is the fastest and easiest way to grow your business. The services you and I offer call for REPEAT business!
In my company and teachings in WindowWashingWealth.com, we use many methods to reach out to our existing customers, and one consistently generates more than $100,000 in annual revenue with a minimal outlay of money. Do you know which one it is?
Email me directly at firstname.lastname@example.org, and if you can guess which ‘plate’ in my residential marketing arsenal it is I’ll send you the template and details.
So, you’ve got to continually follow-up your customer base with calls, newsletters, letters, offers, emails, discounts, features, thank you’s, news, special events, and a just because. But it can’t be the same mindless communications you would typically send out. It has to be self-serving for the customer. It has to be educational. It has to be full of benefits. And, it has to lead them to make the only rational decision they could make — to use more and more of YOUR services again and again.
Staying in contact with your customers is also an appreciated form of “extra mile service”. Your clients WANT to hear from you. Here are a few ideas for communicating with your past and current customers:
- Seasonal Greetings
- Thank You Letters
- New Service or Product Letters
- Monthly Newsletters
- Emails Reminder Notices of Service Dates
- Special Sales and Discounts
- Informative Reports
All of these methods can also include offers for new and/or additional services that you may offer. In marketing circles, it is often said that most businesses could double their sales by simply contacting and making offers more frequently to their existing customer list. Don’t overlook this powerful strategy in your business!
But in the above list, what are we missing that we learned today to make these forms of communication even more compelling? Do you remember? The answer is a powerful headline that screams for attention, like this…
You get the idea.
Remember, marketing IS your business. What I’ve shared with you here is another new way of thinking for most window cleaning company entrepreneurs. This is priceless information if used properly. And if you put it into action, a profitable business stands before you. However, you must change your thinking and put marketing at the forefront. This is how I built my company to a staff of 40, dominating the Charlotte, NC market.
In review, we talked about a fortune in your list. Know what to say, how to say it, and how often and I promise your revenue will build.
If you grasp this information that I’ve shared with you today, you will be leaps and bounds ahead of your competition. There’s no doubt, if you will take control and become your own marketing expert, your business will boom. Until next time…
Jim DuBois is the founder of Squeegee Pros, Inc., out of Mooresville, NC. He is the creator of WindowWashingWealth.com, which specializes in aggressive marketing tactics, the importance of internal company systems, and how to dominate your window cleaning marketplace. All things a serial window cleaning entrepreneur should know to build a business. Visit the site for a free marketing report. Do you have questions you’d like to see answered in this column? Leave a comment, email them to me directly at email@example.com or call my office at 704-799-0313.