New business from existing customers
How many times have you heard “the best source of additional sales revenue is from your existing customer”? I learned that while selling print over 30 years ago and have counseled a lot of sales people to do the same thing…look at what’s right in front of you for more volume! But how do you accomplish that?
Here’s a good illustration. I purchased “media” for my home furnace filter system on-line several years ago. It took me a few minutes to find the right media and supplier I wanted to order from. Ever since then I use the same company. Why? Because I get an email or postcard reminding me to:
1) Change my filter every 4 - 6 weeks and
2) Reorder the media every 6 to 12 months depending on the amount of my previous order. They also tell me the size I need (20” x 22”) and this month’s special includes free delivery (actually every month’s special includes free delivery!).
Wow! Thank you for keeping track of the size media / filter I need. If you didn’t…I’d either have to measure every time or find the dimensions that are written down on an envelope next to the owner’s manual for the refrigerator and stove but I don’t know where they are either. And by the way, my wife thanks you because she doesn’t need to remind me to change the filter! Does any of this sound familiar to you?
The concept of NLP (next logical product / purchase) makes sense for many businesses. For example, if you purchased a workbench, how about some storage shelves or peg board hangers to help you get more organized? Or thanks for buying our snowmobile, how about a helmet or outer wear to go with it? Or thank you for buying “write only” CD’s from us do you need a holder to go with those? The possibilities are endless.
Keeping track of data is our business. Let us help you sell more to your existing customers who, by the way, already like buying from you. We can take your on-line orders, warranty cards, phone in orders, packing slips, etc, add them to your database, and then automatically send a postcard, email or combination of the two asking your customer for the next logical product / purchase. In turn, you collect the additional revenue…life is good!
With that in mind, all of a sudden, “How about some fries with your burger” makes more sense…right?!
