First, secure your base.
Forget new customers – the trick to growth is keeping your existing customers on board. Here are 10 ideas on how to lock them in.
Learning from history – Clausewitz, a Prussian soldier and military theorist who stressed the political and psychological aspects of war. His most important rule of war was to ‘secure your base’! American marketing pundits often use the analogy of war and quote military strategists like Marcus Aurelius to illustrate how marketing works. And quotations from the ancient Chinese philosopher Sun Tzu. from his famous work The Art of War crop up regularly inHollywood movies and – most likely daily – in boardrooms around the world.
Give them priority – securing your base often becomes the unsexy poor relation in terms of the audiences you need to reach with marketing. It needs support at board level.
Integrate CRM – while CRM systems are brilliant at providing marketing intelligence, using them to contact existing customers must be framed using local knowledge. This means continuous co-ordination with account-facing staff to ensure the customer sees value.
Keep it relevant – just because you have something new to say doesn’t mean that you should waste your customers’ time with it. Make sure your account handlers and sales people are briefed up and leave it to them to open the conversation. Then back them up with tools to take those conversations further if customers bite.
Give them reasons to stay – conduct high profile customer satisfaction research that makes it hard for them to say goodbye. These survey results endorse the relationship.
Flatter their good judgement – individually targeted mailings that name names and talk about customer success can go viral and get you invited to pitch in other areas of customers’ businesses
Make it personal – use third parties to interview key players and reflect their words in your own marketing. It shows that you’re listening to the top people and aligning your offering according to their business objectives
Inform customers – keeping your customers in the loop about your offering is more than just a courtesy, it’s a vital part of sales support and can open up accounts in ways that direct selling alone cannot.
Support you sales people – existing business is sometimes left solely in the hands of sales people who prefer to keep ‘marketing’ out of the equation. This protective attitude means that while relationship selling continues customers are constantly receiving marketing messages from your competition, eroding or questioning your value and position
Fight for budgets – too often budget emphasis is placed on delivery of new business and lead generation. And we all know the cost differential of bringing on new customers versus the cost of retaining existing customers don’t we?