Sales Don’t Stop At The Register

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How To Sell More To Your Existing Clientele

Most business owners incorrectly believe that their marketing job is finished once they’ve completed the initial sale. This is a misconception that could end up costing you tens, if not hundreds of thousands of dollars in lost repeat purchases.

You see, once you’ve built up enough credibility, sense of value and trust with a client to have them buy from you once, this is the precise time you should begin your marketing strategy to have them buy from you again. This doesn’t mean ‘selling’ to them all the time – a heavy‐handed approach won’t get you anywhere, but here are a few of the things you CAN do, to increase your repeat sales (and when you consider that it is significantly more expensive to attract and sell to a new client than it is to sell to an existing one, these strategies will be well worth the effort):

  1. Educate your customers about their areas of need. Give them value-added information on how you help your clients and satisfy their needs.  Think about how a massage therapist can explain an injury to you and then recommend a course of treatment which will solve the problem – this is encouraging repeat patronage at its best. Educated customers are always more willing to buy again.
  2. Focus on their problems. Sometimes customers aren’t even aware that they have a problem, let alone that you can help them solve it! Use your marketing materials to highlight the kind of problems your product/service solves and include copy devices such as checklists that can help your customer define their problem even further. This helps them see a direct link between their needs and the solution you offer.
  3. Capitalise on the feel good factor. You’ll always have clients that are really happy with your products, either during the sales process or after they’ve purchased. This is a great time to use the positive frame of mind they’re in to enquire about other needs they may have and subsequently offer solutions for those too.

Are you selling as many of your services or products as you could to your existing client base? Could you increase your revenue by doing a better job of marketing your to existing clients? If you feel that you’d benefit from some extra help with implementing some of the strategies listed above, or even if you’d like a few more idea starters for strategies you can put into action, call us now for some advice. Phone: 1300 85 64 77.

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