Current Clients Are Your Most Cost-Effective Marketing Resource

by Victoria Munro and Dave M. Block

Take advantage of an often untapped and worthwhile resource by concentrating your marketing efforts on current customers. This will cost less and produce greater results than targeting new customers, since your existing clients understand what you do, how much it costs and value what you have to say. Below, are seven low-cost ideas to make the most of the market you already have.

1. Ask current clients for referrals. If you don't ask, they may assume that you don't need more clients and probably give little thought to whom they might refer. Turn them into a dynamic sales force for your company.

   Always follow through on leads promptly, expressing sincere appreciation and, when appropriate, giving suitable thank you gifts.

2. Listen to your customers, educate yourself and become aware of their needs and the challenges your customers face. Learn to see the world from their perspective and seek to serve them rather than sell to them. Are you crystal clear on how your product or service benefits clients? What value does it bring to them?

Develop an attitude of excitement about continually striving to improve your service or product line to better serve your customer. Determine never to be content with the status quo.
3. Survey existing customers and learn what they really want. They are far more likely to give honest feedback, if someone outside your company handles the survey.

• No need to contact everyone, simply select five or six possible candidates and send them a letter requesting permission for someone to contact them.

• Carefully craft three or four questions they'll be asked that will provide you with the most useful information.

• Compile the data gathered and highlight common themes and issues.

• Decide on possible changes that you can implement.

• Send a letter of thanks to each customer who participated, letting him or her know how helpful their contributions were and what changes you're planning to make as a result.

Ask former clients why they left. Your goal here is to learn valuable lessons, rather than attempting to woo them back. However, listening carefully to their concerns and expressing a sincere desire to provide a premium product or service could result in a second chance to gain their business.

4. Host an appreciation dinner or lunch for your "raving fans" and ask them to help you brainstorm ideas on how you might improve your service, provide more useful products or help you more effectively market your company.

5. Create a plan to continually stay in front of clients and potential clients with newsletters, thank you notes, announcements, invitations and special reports. Keep their needs in mind and send them helpful articles and ideas that you come across.

Establish an automated system to call all customers on a regular basis, perhaps once a quarter, make sure that they're not having any problems with your products or service and request ideas on ways you could improve. Keeping a well-maintained contact management system is essential.

6. Collect and use testimonials from happy, satisfied customers who appreciate you and what you offer. Use these to gain increased credibility in your marketing materials. Make it easy for clients to write a testimonial – provide guidelines and an outline. When confidentiality isn't required, add their information, including website address.

Write testimonials for other companies – this gets your name out there at no cost.

7. Whenever you ship or deliver a product, include a coupon or information on other products that your customer could benefit from. Provide customers with a reason to call and order from you again. Include a small marketing piece with your statements and invoices. Make sure that all marketing materials are customer-friendly and professional. Don't sabotage your efforts with less than professional materials.

When you see an exceptional business card or brochure, find out who designed it, seek them out, commend them on their fine work and learn what they may be able do for your company.

Creative marketing ideas abound, but documenting and consistently applying strategies appropriate for your business will make the difference and increase your bottom line. With limited time and financial resources available, focusing on current clients will undoubtedly provide the best return on your investment.