In our experience when it comes to looking for the next sale, too many clients reach for the binoculars to survey the distant horizon for potential. For the vast majority, a magnifying glass would be more appropriate.
Throughout our business travels amongst clients, big and small, companies as a general rule do not spend nearly enough time developing their customer and prospect databases (assuming they have them in place – not all do!)
If you have product or service that stands up to scrutiny, customers are the most likely people to purchase from you in the future and indeed to be brand ambassadors to others.
Unfortunately too many clients make the mistake of thinking that a previous purchase opens up a lifetime of loyalty.
Not only do these customers need regular reminding of your brand, (they don’t spend every waking hour reminiscing over their last purchase from you) it is also highly cost effective to communicate with them in the future, especially if you have captured their email address.
You can offer them incentives to revisit your web site to repeat purchase, to extend the range of purchases they make with you and to recommend others.
To ignore them, whilst you search the brave new world, should be made a criminal offence.
