How to turn “one off” sales into repeat clients
If you are putting most of your sales and marketing budget, time and effort into attracting new clients you may be missing out on a big source of additional profit.
Because, if you ignore repeat purchases and higher price orders from your existing clients you may be missing out on long term profitability.
You have already spent your time and money to attract your clients. So now you may as well benefit from the goodwill you have built up, and the results you have delivered to persuade your best clients to buy more.
And there’s more!
You have invested in your relationship with your existing client, and you know how he or she likes to communicate, what’s important to him or her and what makes him or her happy. So repeat clients are actually easier to do business with than new clients, because you have already been through the learning curve.
Imagine systematically communicating with your clients to affirm their delight with your service, so that they continue purchasing more and more.
Sounds too good to be true?
I know what you feel.
I felt the same way until I looked at my best clients and realised that one of them has done business with me for over 5 years, has paid me every month, without fail and has spent over $10,000. She has made over $30,000 in the same period so this really is “win-win-win”.
I loved to share strategies that deliver promised results, so here’s a step by step process to help you develop more repeat clients…
Step 1 : Setup your contact on your Client Relationship Management system
Your CRM is a consolidated list of your existing clients, with all their contact data, all together in one place, so that you can communicate with them easily.
You can collect contact data, first name, last name, email, phone number, address, birthday, etc. and import them into your CRM using a CSV file or input them manually via a web form.
In “marketing speak” this is known as Your List.
I use Infusionsoft as my CRM, which I highly recommend once your list of contacts exceeds 1,000 names. Feel free to get in touch to get my objective assessment of the best CRM for you.
Step 2 : Design a regular communication and content plan for the next 90 days. There are a number of key ingredients that need to go into your communication and content plan.
- Welcome email to set expectations
- Fulfilment emails to identify where you are in the delivery process and to lead your client through each of the steps to fulfilment.
- Nurture emails to continue educating your list on the services you offer
- Feedback or survey to find out how well you delivered against your clients expectations
- Repeat purchase or Upsell emails to remind your client to buy more of the service or the follow on or complementary services you offer
Step 3 : Create your marketing campaigns for your clients
3.1 Start with a campaign to welcome your new client to your email list.
You may wish to invite your client to connect with you on social media.
Tell your client how often you will communicate and what you will communicate and how you will communicate – there are a wide variety of media out there – phone, email, Dropbox, SMS, video
3.2 Next is your fulfilment process
Break down your delivery process into smaller steps and create a communication strategy.
For example, if a face to face, phone or Skype appointment is part of your delivery process.
You can use a combination of phone calls, emails and SMS messages to confirm and nurture your client to attend the appointment.
- Phone call to book the appointment
- Email to confirm the appointment
- SMS message to remind your client about the appointment 1 hour before
I have used a similar strategy for coaching sessions, webinars, seminars and workshops, even football matches and it works.
In my own business I use the Digital Freelance “Fast Start” process. Drop me an email if you want to receive the emails.
3.3 Now for your Nurture process
Again you can choose which media works best for you.
If you prefer writing a blog is good.
If you like talking to a camera use video.
Or if you prefer audio you can use a podcast.
3.4 Create survey
Once you have delivered the result you promised it’s a really good idea to send a follow up survey to assess how satisfied your client is with your service, where you can improve and what else your client needs from you.
Your survey can be online using survey monkey or similar, or you can use a typed questionnaire or phone call.
3.5 : Create your repeat purchase or upsell campaign
Now you can get in touch with your client to find out how else you can serve him.
I recommend a special offer or bonus for loyal customers.
Hope you will enjoy implementing these recommendations and achieving the results you desire.
Feel free to get in touch if you need help to implement.
To your enlightened success.