Most business owners concentrate their efforts on attracting customers to a product or service, trying to win their trust and then ending the whole process with a sale. That tactic seems obvious to most people. What often is neglected is the post-sale follow up with customers. We should look at the time after a sale as an opportunity not only to improve our products or services but also to establish long-lasting relationships with our customers.

It takes much more effort to win a new customer than to maintain a relationship with an existing one. But maintaining current customer relationships is just as critical and I’d even dare to say, more important than gaining new customers. What can we do to keep our established customers feel appreciated?

Here are some ideas for following up to create strong relationships with your customers :

1. Write an email to your customer a week after a sale

Not only does this allow you to get good feedback from customers in order to improve your product or service, but also it establishes a more solid, long-lasting relationship that goes beyond the point-of-sale.

2. Better yet, send a written card in addition to the email

One of my clients is a mortgage broker, and he sends a gift card with a hand-written thank you note to the clients and realtors involved in the sale. Does this take time? It sure does. Is it worth it? Absolutely!

3. Follow up with a phone call a week after the email or note

Ask the customer how they’re doing and let them know you’re there to help them. No selling on these communications! Otherwise, they will start to seem spammy.

4. Send an occasional freebie or discount offer

Tell them it’s just for being a loyal customer; people love to feel they’re getting the VIP treatment! I’m on the email list of a sandwich shop I like to frequent, and they regularly send discount coupons. I may not have been planning to go there at the time I receive the coupon, but when I receive it, it makes me more likely to want to go there sooner, within the time frame of the coupon.

5. Send a survey to your customers

Ask them what questions and/or problems they have that you could help solve. And then act on the issues that are mentioned.

[tweetthis]Maintaining current customer relationships is just as critical as gaining new customers[/tweetthis]
People don’t like being ignored and definitely do like being heard. There are many businesses that are ignoring their customers and, as a result, losing them. Your current customers are the heart and core of your business. These customers provide return business and also provide the essential word-of-mouth promotion that no clever advertisement or marketing scheme will ever out-perform. Treat your customers like your own family. Go out of your way to communicate with them. If you neglect them, they will go elsewhere.

What ways do you build strong customer relationships? Let us know in the comments below.

Deidra Miller
Marketing and Administrative Consultant