Understand The Power of Existing Customers
7th July 2021
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If you have a database of customers and you’re not regularly in touch with them, this one’s for you! 

As a fellow business owner, chances are, you spend lots of time and money to get new customers in through the door. But then the time and money stops once you’ve got them.

This is common. If that’s you, you’re missing out. Because it’s eight times more cost effective to keep a customer than bag a new one. So, you definitely want to be doing BOTH. 

Say someone buys off you. They’re happy because you’re lovely. But then, a while later, a competitor of yours starts getting in front of them. They’ve got their marketing in order, some kind of strategy in place. Like Codebreak’s Marketing That Sells™ system. Except not as good, obviously!

Now, if you can confidently say you’ve done everything you can to prevent that customer from shopping elsewhere, happy days. *Tune out now* But if you know you’ve done bugger-all to stay in touch with that customer and remind them of how you help people like them and why, stay tuned! 

I was on a Discovery Call with a potential new client the other day and I was gobsmacked to find out they had a database of 30,000 customers! Wow, who wouldn’t love that, right?! I then asked how often they communicated with them and was even more gobsmacked at the answer. “Once every three of four months, maybe.” They’re coming onboard with us, and I have no doubt we’ll unearth a tonne of money for them from their database. A combination of email marketing and ad retargeting can easily do this for them.

Because if you don’t stay in front of your customers, someone else will.

That’s the key message. You’ll be opening the door to your competitors and possibly even throwing down rose petals for them to walk on. To be clear, I’m not talking about spamming them with non-stop sales messages.

You want to be informing your customers. Engaging with them by educating, inspiring or entertaining. 

Throw in the odd cheeky offer, of course, but don’t make sales your one and only focus. Here’s a good example of poor comms. My car lease is up for renewal in a couple of months. I’ve had it for over two and a half years. I love my car. Love it. But how many times have I heard from the car leasing company in that two and half years? Yep, not once. I pay them a small fortune and not even one email. Zilch. Nada. No letters. Phone calls. They’re definitely not targeting me with ads either. 

I know when I will hear from them, of course! And my answer will be no. I’ll shop around. I might even get a Tesla like Joel! Other car leasing companies and brands are in front of me. 

I feel like my current guy doesn’t even care

I’m not the world’s most sensitive soul but no one likes to feel like the person they’re giving money to doesn’t give a shit.

So, give a s**t.

Send that email. Sort those ads. Show you care – about both your business and your customers. Then the odds of you increasing your bottom line through repeat sales, cross-sells, up-sells and referrals will skyrocket.

Stay safe, stay hungry. And if you know any business owners who need Marketing That Sells™, direct them to codebreak.co.uk for a free strategy call. 


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About the Author

Emma R

Member since: 10th July 2012

That's our team, L-R Emma, Louise and Andy. We run thebestof and our sister marketing company, Key 3 Media. With over 40 years' combined marketing experience, we help promote local businesses through our...

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