Your existing customers are your most valuable asset. Selling to an existing customer is easier and far less expensive than finding new customers. Hear are a few ways to gain repeat business from existing customers, or to get your customers to think more positively about your business. The golden rule for success in business is to get your customers to believe that they are more important to you than anyone else.

Because small businesses are very diverse, not all of these tactics will apply to your particular business. However, commit to trying at least one of these suggestions and see if it works!

1. Send a thank-you note within two days of the customer buying from you.

2. Send an offer of a product or service that’s related to what they bought, after about a month. Offer a discount or special deal.

3. Find a business that offers complementary products or services, and offer their products. Then reciprocate with that business, but offering your products or services to their customers.

4. If you sell products (such as printers) that use consumables, use your database date-of-sale records to predict when they might be ready to buy these products again, so that you can send them a special offer. Use the same technique for products that have a definite “use-by” date. For example, timing an email to when a lease arrangement on equipment is about to expire announcing that newer technology is available.

5. Survey your customers every three to six months to find out what they want, and to see if your market has changed. Use the feedback to update your database and refine your product and services mix.

6. If you have some super-loyal customers, then continue to acknowledge their loyalty with simple ideas like sending birthday and holiday cards to them. 

7. Try a telemarketing exercise. Call the customer with a brief message about a special or new product they may like to try. If possible, make the offer free, or offer some incentive that provides a genuine saving or deal for existing customers only. 

8. Send out an email newsletter to your customers. Inform them about what is happening in your industry, community or area. Give tips relating to whatever business you’re in. An email newsletter costs only a fraction of a traditional printed newsletter and the Internet offers a vast resource of useful information.

9. Run a customer contest that only existing customers can enter. This rewards them for being your customer.

10. Ask for referrals. For example: “If you thought we did a great job, could you send us the names of three people who could also benefit from our product or services?” Or you could ask your clients to give your name to anyone they see as needing your help. Sometimes you can also include a special deal for their friends. But don’t make this deal better than the one received by your existing customer.

11. Hold a “customer-only” preview if you have new products or new technology. Supply refreshments. This could even relate to someone else’s technology. For example, if you just bought a new colour printer, invite your customers to check out what it can do. Get them to bring in some printing so you can demonstrate on their work. You can also invite the supplier of the equipment to share the costs–it’s promotion for the supplier too.

12. Have a sale that is available only to existing customers. Send them an invitation that identifies them as special.

13. Offer existing customers first choice at your sale for a certain period before the sale opens to the public.

14. Try sending a letter, card or email that sells nothing, but keeps them informed of interesting facts or information for their use. This way, they don’t always associate hearing from you with hard sell. Instead, they come to look forward to receiving helpful information from you.

15. Send customers a link to the catalogue of all your products, and offer to send them products they need.

16. If you have a website, offer preferred customers a special PIN number or password that allows them to log in to “existing-customers-only” sections of your website for special discounts, sales, etc.

17. Come up with a special anniversary offer one year after the customer first bought from you. If they take the offer, repeat the idea every year. 

Try to identify something special for each of your customers. The whole idea is to keep in contact with your existing customers, to build goodwill and positive word of mouth. By making them feel privileged and special you’re preventing the possibility that the competition will lure them away. After the way that you look after them. they couldn’t possibly leave!