by Julie Escobar
Finding new customers is tough and expensive. Once you’ve got a customer, hold on to them by staying in touch. I can guarantee you if you don’t, somebody else will.
In today’s competitive marketplace, savvy business men and women know that having a viable business plan and tracking it not just annually, but weekly and monthly as well is critical to success. Why? Consider how quickly you can find yourself not one month off track, but one quarter or one half of the year and then what? Once you lose your footing, getting back on track and staying focused becomes a slippery slope.
Consumers are more apt than ever to “take their business elsewhere” if they don’t feel like they are a priority for you and your organization.
As a consumer yourself, who are you more likely to do business with?
The professional who month after month and year after year reminded you that they appreciated your business and are there during good times and bad or the company that only calls when they are trying to sell you something? Now turn the tables. How many of YOUR customers have you failed to send something to, call or see in person over the last twelve months?
They say it costs 5 to 10 times more to sell to new customers than it does to sell more to current customers, and yet what percent of our effort is spent looking for new customers vs. pleasing and staying in touch with our current customers? Sometimes it’s not geographically possible to meet in person or invite a client to lunch, but it is possible to call them every two to three months. It can be as simple as asking, “how are things going for you and your business?” Letting people know you care, and that you are interested not only in your success but theirs as well is the foundation for building long term referral success. Sending them something every month is equally as simple by putting automated systems in place to creatively:
• Send special offers
• Send birthday greetings
• Send holiday greetings
• Send inspiring messages
• Create interaction
• Ensure continuous top-of-mind awareness
Finding new customers is tough and expensive. Once you’ve got a customer, hold on to them by staying in touch. I can guarantee you if you don’t, somebody else will.
As we head through the year – take the time NOW to determine if you are on track or off. Ensure that your customers know that you are there and that you care not just once or twice a year, but consistently month after month. You’ll keep their business and ensure that your name and number are handy the next time they are asked by a family member or friend, “who would you call for…?”
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