Follow-up or Fall out

A relationship isn't based on one date and a marketing relationship isn't built on one contact between you and your customer. It also works at the other end of the spectrum: a relationship won't be sustained without any contact and a business relationship will fall by the wayside if a client is ignored.

Keep in mind that the bulk of your future sales come from your current customers. Once you've made a sale, because your customers know, like and trust you, they are more likely to buy from you a second time. When you ignore customers you already have a relationship with, it's like throwing money out the window.

Once a prospect has made the commitment to become your customer, they want to stay with you and they want to continue purchasing from you. Remember, people dislike change.

As well, since these people already know, like and trust you, you actually experience the least amount of resistance from these people in terms of sales. These are the easiest and least expensive people to sell your products and services to.

I'm sure you've heard that it costs at least five times as much to generate a sale from a prospect as it does to generate a sale from a current customer! So why don't more small business owners spend the time making their customers feel special and nurturing the relationship and connection between them?

Another marketing and business truism is that you don't get rich by constantly finding "new" customers - you get rich by generating unlimited repeat sales from a growing list of existing customers.

By spending the time and resources to nurture prospects and clients, you build a diamond mine of past and present customers. Maintain the relationship with existing clients and you'll ensure that you have a continuing stream of sales and get lifetime value out of the relationship.

The other great thing about your list of customers is that they have the power to refer unlimited new prospects to you. The more satisfied your customers are with your products and services and the more important you make them feel, the more they will talk about your business to their family, friends and associates.

Ways to maintain a good relationship with your clients:

There are lots of ideas and ways to keep in touch with your customers on a regular basis. The ones you choose will depend on your personality (and that of your business), your resources and your desired outcomes. Whatever ways you decide to utilize to keep nurturing a profitable and rewarding relationship with your current customers, remember to do them consistently and often.

* put them on a monthly newsletter list

* send them articles you feel might interest them

* mail or email birthday, anniversary and holiday cards

* make special customer offers such as discounts, add-ons or special rates during holiday seasons

* treat them to lunch

* send a handwritten note

* offer VIP programs

* run contests to provide incentives

* send a small token of appreciation (movie tickets, magazine, online gift certificate)

* and don't forget the special attention of a phone call!

To keep your most profitable clients, you must keep nurturing the relationship and make sure it continues to provide benefits to your customers. All you need to remember is to give them time, attention and information - just like you did during the earlier phases of your relationship.

Keep this in mind and your list of customers will always be your most valuable asset and the key to generating unlimited repeat business.