Communicate Often With Your Clients

Get Your Customers to Buy More and More Often

It comes down to this, do you want to be seen as a seller of goods and services or as a Trusted Advisor?

Almost every business I look at makes one classic faux pas that is incredibly costly to their business wealth.

They believe that it’s an inconvenience, an intrusion, a nuisance, a mistake to communicate frequently with their customers or clients.

They don’t want to “bother” their customers.

(In too many cases, these businesses also don’t want to be bothered by the small amount of effort it takes to keep in touch.)

Both attitudes are costly, costly mistakes.

The truth of the matter is, if you have important information that supports, sustains, and advances the notion or the concept or the philosophy of using your product as often and as deeply and in the best combination as possible… you owe it to your customer and prospects to keep disseminating that information as often as you possibly can.

Why?

Because in today’s frenetic environment, your prized customers and prospects can’t be expected to be constantly aware of the value of your product or service and the importance of sustaining it — the improved result that would occur by using it in greater combination.?

It may be well and good to establish those facts initially at the time of the sale, but unless you keep reminding, reiterating, demonstrating, explaining, illustrating, and expanding upon it on a continuous basis, you’ll fall victim to the out-of-sight, out-of-mind syndrome.

And this is truer today than ever before.

I don’t know about you, but I sometimes can’t even remember who I talked to an hour ago, let alone what I promised to do and why I am supposed to do it.

Unless I make something a continuous, standing operating procedure in my life, unless I’m reminded several times to do something, chances are I’m simply not going to remember it.

What do you think the statistical probability is that your customer, client, or patient is critically remembering you at all points in time in every day of their lives?

Probably zero.

You therefore have a personal responsibility — weekly, monthly, quarterly, annually, depending on the dynamic of your product or service — to adopt an optimum communications strategy with your customers.

The first step is to make certain that, at the point of sale, you clearly communicate and establish in the mind of your customer the benefit of using your product or service as frequently as possible or necessary.

You establish for them what that frequency should be and why it is optimal.

For example, if you sell lawn and garden supplies, don’t just sell your customers a bag of fertilizer.

Explain the optimal benefit of regular, monthly fertilizer applications coupled with a bimonthly weed treatment.

Help the customer picture his beautiful new lawn — a lush expanse of green without a single dandelion in sight!

Once you’ve clearly explained the benefits of repeated use, state that you will communicate with them regularly — as a service, as a courtesy, as an extra value.

You will contact them in person, by phone, via letter or e-mail (whatever is appropriate) to keep them maximizing the benefit, the end result they came to you for.?

You will update them and share with them other implications, other applications, other ways to benefit from your product or service.

Bottom line:

You will continually be there for them — a trusted advisor and friend.

By doing this, you establish the expectation on the part of your customer or client that you will communicate frequently.

They’ll be prepared and waiting for you to do so.?