The Nurture Institute Blog

A customer recently asked my advice on how to market to her existing customer base.  I thought my answer might be helpful to those that reguarly read my blog. 

Clients are 10 times more likely to buy from you then from companies that are not yet your customers.  Besides being more likely to buy from you they are also referral sources so it really pays to market to your clients. 

The first question that I always ask…what are your goals for your current clients? More business, retention (keep them from defecting), referrals…all?  Don’t overlook what  you currently do with your clients utilize each contact as an opportunity to nurture the relationship and remind the client why they are doing business with you.  Assign each person that comes in contact with a client a specific task designed to improve the relationship or demonstrate the capabilities of your company.  Don’t leave these encounters up to your customer services reps, orchestrate these meetings with specific goals and scripts if necessary.  

You should also segment your current clients based on what is most important to your company…most probably  revenue, but don’t stop there….look to potential…the way to view potential is to research your clients and create a dossier of important information about each of your clients and add to this database as you learn about each of your clients (when is the last time you Googled your clients for example?)…have you asked your clients for referrals…if not you ought to ask them to refer someone they care about…if you have asked for referrals focus on those clients that have referred another client and treat them like diamonds…not every client is willing to refer but if you find some that have referred a client in the past segment them into a group deserving  your best treatment.   

I am a big believer in Triangulation with clients and prospect both…pick three ways to get your message in front of your clients.  Nurture is one, but add 2 other ways to strategically develop your clients.  Webinars, Public Relations, Speaking Opportunities, Tradeshows, networking, radio, TV, print advertising are some other marketing tactics to consider. 

Remember that clients are the reason you are in business, don’t overlook them as the best source for growing your business.  Thanks for reading.