How To Follow Up
At this point you are probably thinking ok, ok, I get it. I need to follow-up with my customers and be in relationship building mode to sell more. But how do you do that?
Well, I gave you the #1 way with a print newsletter. I would also supplement that with an email version as well. Another great way is to send a weekly email to your customer list, just like the ones I send you. And don’t just sell, sell, sell in them. People will get turned off and unsubscribe. I have lots of very clever clients that send a weekly joke, recipe, or a how-to video – something of value to the reader.
I always get asked the question: “Mike, how many emails should I send my customers in a month?”
The answer is, it depends. It depends on what you are sending them. Is there value there to the reader? Is there an offer that benefits them with a sense of urgency? Will it make them laugh, cry, or go hmmm? Does it entertain or teach? These are all things to consider when planning out your emails to your customers.
A personal note or gift works well to show appreciation and keep your relationship strong. When I used to have my catering company, I always sent a personal thank you note after each catering function. Depending on the function, I would also send a gift basket along with the thank you. This makes you stand out and gives your customers a good feeling about doing business with you.
If you have an auto repair shop, I have lots of clients that do little special things for their customers when they perform a service on their cars. For example:
- They would leave a thank you card in the passenger seat with a treat
- Return the car with a car wash
- Follow-up with a phone call a few days after to make sure everything is okay
- Send an email follow-up
- Give a thank you certificate for a discount on their next service or oil change
There are a few ideas that work for any business… auto repair, restaurant, or retail.
The Biggest, Most Powerful Reason That Directly Affects Your New Customer Acquisition For Your Follow-Up Marketing Is…
To get reviews!
That’s right… to get more Google reviews for your business. And, depending on your industry TripAdvisor, Zomato, Yelp, etc. This is imperative to the success of your business. Because without a steady stream of new customers and reviews, your business will slowly fade away. You need new customers!
And 92% of your new customers check Google and your review sites before spending money with you. Even if their best friend or aunt or uncle told them to check you out, they still check your reviews. Ask Amazon.
The people that leave you reviews are called brand advocates. You need to have a system to encourage, capture, and market your reviews to attract new customers away from your competition when they are looking for your type of business on the internet. Don’t stick your head in the sand on this one, it’s too important to the success of your business.