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Customer Relationship Management
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“It’s easier to sell to existing clients than to find new clients.”
Have you heard that before? I have – many times, in fact. And, while I certainly wouldn’t disagree with it, I often have seen people relying too heavily on that axiom, only to learn that their relationships have gone dormant, or evaporated altogether, and doing repeat business is not as easy as they expected.
Of course, as service professionals, most of us can’t afford expensive customer relationship management (CRM) systems, but must rely on our creativity instead.
Your tip for the week is this: To cost-effectively manage your customer relationships, always remember another very old saying – “It’s the thought that counts.”
To be specific, it’s generally just as good to offer a gift, as it is to actually give one. (Provided, of course, that the gift is actually available for the taking.)
For instance, if you’ve got season tickets to watch your favorite baseball team, offer them to your entire client base. However, always let your clients know that the offer is limited, as in: “I’ve got three seats available, if you want to join me at next week’s game,” and include the fact that it’s a first-come, first-served situation. That way, your investment is limited, but the impact is great. After all, while the tickets will make three people happy, the offer alone will please everyone else.
And, remember how I always say to tie your marketing efforts together, where each activity feeds into other activities? Well, here’s both an example of that tie-in, and an opportunity for you to implement some customer relationship management at the same time.
As part of my own marketing efforts, I’m heavily involved in the Leukemia & Lymphoma Society’s, Team in Training, and, as you may know, one of my cycling teammates is using a golf tournament in St. Louis on May 5th to raise money for the cause.
So, to tie this weekly tip into that effort, I’m extending the following invitation:
I’ve got one spot left on my team. And, I’m covering the round, so it’s free to the first person who replies to this e-mail and makes a commitment to play. If you’re the first to reply, you’ll be joining me and executives from Enterprise Rent-A-Car and Revlon.
There also is still time for you to use this charity event to do some customer relationship management of your own. Simply buy four tickets at $100 each, and send an invitation to all of your customers, telling them that you’ve got three spots open, and the round is on you. Take advantage of this, and for a small investment (half of which is a charity donation), you’ll create a ton of goodwill.
Have a great week!
Regards,
Gill
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