By Julie Escobar
As we round the corner into February, it’s interesting to note that many entrepreneurs fall into three categories: those who created a comprehensive business plan and are on track, those who made a plan but just like those resolutions have started to slip, and those who are still taking the “hope for the best” approach to their business. Which are you?
In today’s competitive marketplace, savvy business men and women know that having a viable business plan and tracking it not just annually, but weekly and monthly as well is critical to success. Why? Consider how quickly you can find yourself not one month off track, but one quarter or one half of the year and then what? Once you lose your footing, getting back on track and staying focused becomes a slippery slope.
Consumers are more apt than ever to “take their business elsewhere” if they don’t feel like they are a priority for you and your organization.
As a consumer yourself, who are you more likely to do business with?
The professional who month after month and year after year reminded you that they appreciated your business and are there during good times and bad or the company that only calls when they are trying to sell you something? Now turn the tables. How many of YOUR customers have you failed to send something to, call or see in person over the last twelve months?
They say it costs 5 to 10 times more to sell to new customers than it does to sell more to current customers, and yet what percent of our effort is spent looking for new customers vs. pleasing and staying in touch with our current customers? Sometimes it’s not geographically possible to meet in person or invite a client to lunch, but it is possible to call them every two to three months. It can be as simple as asking, “how are things going for you and your business?” Letting people know you care, and that you are interested not only in your success but theirs as well is the foundation for building long term referral success. Sending them something every month is equally as simple by putting automated systems in place to creatively:
- Send special offers
- Send birthday greetings
- Send holiday greetings
- Send inspiring messages
- Send newsletters
- Send something fun (see our fun ways page for cool ideas)
- Invite them to engage with social media pieces or inventory needed postcards
- Send Just Listed or Just Sold cards which share your ability to get RESULTS
- Offer items of value or free reports
- Ensure continuous top-of-mind awareness
Finding new customers is tough and expensive. Once you’ve got a customer, hold on to them by staying in touch. I can guarantee you if you don’t, somebody else will.
As we head into month two of the year — take the time NOW to determine if you are on track or off. Ensure that your customers know that you are there and that you care not just once or twice a year, but consistently month after month. Remember to use the SEND-CALL-SEE approach to your marketing. Continuously SEND something to your sphere, CALL them at least once a quarter and SEE them at least every six months for the best success. You’ll keep their business and ensure that your name and number are handy the next time they are asked by a family member or friend, “who would you call for real estate…?”
Need help deciding what to send, when to call and see your customers? Call our office today at 866.405.3638! We’re always here to help!