Are you looking for a way to increase sales and profits? That’s probably a “yes.”
Are you spending the majority of your time prospecting for new business? Hopefully, that’s a “no,” unless you are a relatively new enterprise.
As anxious as you may be to bring new clients on board, it is important to remember two things.
- Never neglect your existing client base.
- Your current clients are the easiest sell you have!
Remember Who’s Paying Your Bills
As you know, a current client is someone with whom you have an established relationship. Ideally, your current clients are regularly sending work your way and/or consistently deciding to purchase from you.
It is far too easy to take these people from granted. After all, they already know what you have to offer and have been pleased with your company and services in the past.
But remember, you are not the only company in your industry. There are others out there offering the same or similar services, and as they search for new business, they may be actively contacting your clients, trying to discover what it would take for them to shift their business. There are several good reasons to spend time and resources keeping your current clients happy, but holding off these usurpers –and therefore ensuring the dependability of your current revenue – should be motivation enough.
Get More Work from Existing Clients
If you are a freelance writer, for example, you can make marketing an enjoyable experience. There is nothing more gratifying than landing a big client and seeing how it directly impacts your income.
However, your marketing efforts don’t have to focus on potential customers who aren’t aware that you even exist. Have you given any thought to showing current clients what else you can do for them?
This is one area of a freelance writing marketing plan to which you can dedicate significant time, day in and day out, and I would argue that you should, too.
Since we using freelance writing as an example, here is a sample email you can send to current clients:
Dear XXX XXXXX:
I hope this note finds you well. How did things work out with the last project we worked on together? Hopefully the results were everything you were expecting, plus much more!
I wanted to send you a brief note to discuss another service that I offer. In addition to content creation, I currently manage several social media campaigns for a variety of clients. This is a great way to increase online exposure and subsequently increase sales.
Is this something you have considered in the past? Do you currently have somebody working on this side of your business?
Let me know your thoughts. I would love to talk more!
Sincerely,
Name
Phone Number
The goal with this brief email is simple: show the client that you have more to offer than what you demonstrated through previous work. This isn’t a sure thing, but it can be one of the best ways for you to increase your workload and income without committing a lot of time or resources, making it a low-cost/high-benefit marketing tool. It also increases your value in the mind of your client, helping them see that your scope is wider than they previously imagined.
If they had a good experience in the past, it’s also possible they’ll come back to you with another project, idea, or problem they’re facing that differs from what you suggested. Once they see that you are not a jack tied to one trade, you will secure a spot on their consideration list for more and more types of work or services.
Keep Current Clients Loyal
There is nothing worse than losing a client. This is particularly true if they move on to another provider in your industry. That throws up a red flag for any business owner: something went wrong somewhere!
I have lost my share of clients over the years. The same can be said for all companies, big and small, regardless of their industry.
While there is no “full proof” way to keep every client on board for an indefinite period of time, there are four things you can do to engender the loyalty of your clients:
- Provide the highest level of customer service possible. From answering questions on time to meeting tight deadlines.
- Make yourself available via phone, email, and instant messenger. This is one of the things that can set you apart from the competition. Many business owners and freelancers only want to communicate via email. They avoid phone calls at all costs. I am the opposite. I embrace phone calls as they allow me to personally connect with the client.
- Send a gift or personal message here and there. You don’t want to go overboard, but showing a client that you are thinking of them can never hurt. Why not send a gift basket for Christmas or another holiday? Even if you just send a personal card, they appreciated and remember it. This need not be expensive. Any gesture will serve to show your appreciation that they’ve chosen to work with you among all the other options out there. You could offer your audience a discount on an information product you sell.
- Refer them to other providers when it is appropriate. If they request a service that you do not offer, help solve their problem by recommending someone you have worked with in the past or with whose work you are familiar. If your client sees you as someone who can fulfill their needs and who wants to assist even if you do not stand directly to gain, they will trust you. Trust is the most solid foundation any client and contractor or service provider can have.
Your marketing plan may be focused on low-hanging fruit or prospects that don’t even know you exist – depending on what stage your business is in, that may be appropriate. Just don’t overlook the fact that it may be easier to make an additional sale to a current client. If you are in the process of developing a client base you eventually hope to turn to for additional sales, build timely follow-ups with each new client in to your future schedule. That makes keeping up with clients a less stressful and more intentional process.
