morethantoprospectsI’ve been working with a quite a few organizations which, once they make a sale, tend to retain those customers for years. These annuity businesses then move on to delivering the products or services, and continuing to sell to prospects elsewhere.
This is logical of course, but one vital ingredient is missing from this business recipe: marketing to the customers you’re already working with. Many of my clients with these kinds of businesses suffer from attrition of long-term customers. Which means that every year, they must sell aggressively just to run in place and make up the revenue lost when customers wander away.
See, the competition will call your customers regularly, and if you’re not communicating your value proactively, systematically and regularly, you will lose these long-term customers. Your communication is the lifeblood of your relationships with your customers. Send testimonials from other customers. Communicate case studies. Tell them what else you can do for them. Ask for referrals.
Ironically, marketing often ceases when a prospect becomes a customer. In fact, it should be the opposite: we should communicate our value to customers even more than to prospects. After all, they’re paying us for it now!

The Evangelist Marketing Institute is a revenue growth consultancy specializing in aggressive sales growth for closely-held companies. If you’d like to discuss growing your business quickly and easily, please call Alex Goldfayn directly at 847-459-6322, or email at alex[at]evangelistmktg[.]com

Alex teaches these concepts in keynote speeches and workshops about 50 times per year. It’s perfect, practical, energizing. motivating material for association events and sales meetings. You can get more information here or call Alex Goldfayn directly at 847-459-6322, or email at alex[at]evangelistmktg[.]com