The first paragraph of this article provides a brief summary of the content. It discusses the common mistake of neglecting customers after a sale, which often results in losing them. This error, known as apathy, is identified as the most significant threat to successful marketing. The article further explores the importance of maintaining customer relationships and the benefits of effective follow-up strategies.
You've put in the hard work, followed your marketing calendar religiously, and executed your strategy flawlessly. The result? A surge of customers. But then, they disappear. Despite your excellent marketing and fair business practices, they seem to forget about you. You're left wondering why they've chosen to ignore you after such a positive experience.
The harsh truth is, they've ignored you because you've ignored them. You've made the fatal mistake of thinking your marketing job was done after the sale. This is a common error, with nearly 70 percent of business lost in America due to post-sale apathy. This indifference is the most lethal enemy of marketing. A "love 'em and leave 'em" approach is often detrimental to profitability.
The antidote to apathy is follow-up. Successful marketers, or "guerrillas," adopt a "love 'em and keep loving 'em" attitude. They continue to market to their customers even after the sale, ensuring the customer never feels neglected. They strive to strengthen the relationship with consistent follow-up and attention. Once a relationship is established, their product or service is no longer seen as a commodity. Businesses that build strong relationships can maintain their customer base through excellent service and regular contact, even in the face of lower-priced competitors.
It's no surprise that businesses with strong customer relationships don't lose business as easily. People crave relationships and want to feel valued by the businesses they support. Guerrillas understand that their customer relationships are their most valuable assets. They know that a satisfied customer is likely to make repeat purchases and provide referrals.
To foster these lasting relationships, guerrillas send thank-you notes within 48 hours of a sale. They check in with customers a month after the sale to ensure satisfaction and answer any questions. They reach out again three months later, suggesting new products related to the original purchase. This consistent follow-up not only prevents apathy but can also increase business by 20% to 300%. Customers appreciate recognition and information, and they respond positively to new opportunities and calls to action.
Instead of losing customers to apathy, consistent attention and follow-up can lead to repeat sales, ancillary sales, and referral sales. This is highly profitable, as it costs six times more to sell to a new prospect than to an existing customer.
Marketing experts often ask you to calculate the lifetime value of a customer. If you neglect customers after a sale, that value is likely quite low. However, if you make every effort to prevent apathy, the lifetime value of each customer could be in the hundreds of thousands of dollars or more. You'll profit from the initial sale, repeat sales, referral sales, and the long-term relationship. This is only possible when you conquer the most deadly enemy of marketing: apathy. Now, you know how to do that.
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