Finding new business: use your customers

Over the next few posts I’m going to explore different ways of finding new business. Some will cost very little in terms of money and effort, others will need a higher investment.

I doubt I will cover all possibilities so I’m inviting you to share anything you’ve done that’s brought in a great result… or conversely anything you’ve done that’s been an absolute disaster for you. Simply pop your story in the comments box or, if you prefer, you can send it via the Questions? link in the right panel.

If you have a website do include the URL in your story just in case any of my other readers are looking for what you offer.

First Thoughts

OK – first off let’s look at what you’ve already got; your existing customer base. Do you have a database of everyone who has purchased from you? If you haven’t you are missing a golden opportunity.

But if you said “No” to my question let me ask… Are you sure? How about your accounts system? That probably contains a wealth of valuable information you can use:

• Company
• Contact details
• Type of customer (business or consumer, if business what type of business)
• What they bought from you
• When they last bought
• If they bought more than once
• Their average spend with you
• How long they’ve been a customer

Looking at what your existing customers have already bought, is there something you offer that complements or adds value to their previous purchase?

Do you have any special deals you haven’t told them about? New products or improved versions?

If your past customers are buying then, provided they were happy with their last purchase from you, they would probably rather spend with you than with another business they have no experience of.

(BTW – I appreciate picking this type of info up if you are a retail outlet may not be that simple. If you do have a shop consider building a database; ask your regulars if they’d like to receive info by email, or hold a prize draw and ask them to leave a business card or their contact details. Make sure you clearly state that you wish to keep them informed and give them the option of not having their details saved, as per the data protection act).

And – a bit of legal stuff – in the UK if you do keep any personal data for marketing purposes you need to be registered under the Data Protection Act

So – think about your customers, check what they’ve already bought, check what you offer that they may not know about (or haven’t yet purchased) and tell them. Remember to personalise your message to them, make them feel special… because they are aren’t they? And you just may strike lucky.

In the next post we’ll talk about other ways your list of customers can help you find more business.

~ Carol Bentley

P.S. If you haven’t already visited my Business Mood survey (see the previous post below) you’ve got a few days left. Why not pop over now, it’ll only take 5 minutes… Business Mood Thanks

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Written by Carol Bentley

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