Some principles are timeless.
Donkey’s years ago, every time you bought something at Dick Smith, be it a $1 transistor they made you fill out a form in the store with your name, address and phone number.
Then every month, a physical catalogue appeared in your mailbox.
Sure it cost them money, but Dick Smith understood one thing better than most.
The cheapest form of marketing was to get your customer coming back for more. But you had to keep your name in front of them, tell them what you had and encourage them to come back when ready.
Today, the only thing that’s changed is the ease of communication.
Email is still considered one of the most effective ways of getting your message into the hands of your target audience. And to all intents and purposes, it’s free!
But this only works if you capture your clients’ details.
While this can be harder in consumer settings, there’s no excuse if you sell B2B.
Why? Because if you don’t keep in touch with your clients at least once every 90 days, I guarantee they’ll go with a competitor who contacts them just at the right time.
But what about one-off “cash sales” where you haven’t bothered getting details?
Do the maths. If “cash sales” are a major contributor to your revenue, you must capture at least their business email address and keep in contact.
While your customers might not read everything you send, you will stay top of mind for when they need something next time. And who knows whom they may pass it on to.
Yes, it will take some effort and a mindset shift to do this, but how much money could you be leaving on the table by not doing so?
Want help putting together a keep in touch campaign? We have expertise in both creating the messages as well as the mechanisms (physical and electronic) to send them. Call us on 0414-913 334 to get started.
