It is often said in the marketing world that it costs far less to retain an existing client than to acquire a new one. Past clients not only provide the opportunity for repeat business, they can also be excellent sources of referrals for future contracts. Even if you rely mainly on word-of-mouth to acquire new clients, you do not have to leave it up to chance and hope that clients will recommend your services. There are a few ways to keep your name at the forefront of clients' minds so that you get a call when they are ready to embark on a new construction or remodeling project. Here are a few ideas to help you do just that:
Make a positive impression that lasts. Clients must have confidence in you before they will recommend your services to friends and family, so building repeat and referral business starts at your first conversation. Whether you are on the phone with a client, at a meeting or on the job site, professionalism should be displayed in your demeanor, quality of work and in the way you interact with other people. Whether dealing with the client, a subcontractor or the neighbor from next door, always be conscious of how your words and behavior could be perceived.
Use follow-up to keep your name on clients' minds. Even satisfied clients can lose your contact information, particularly when their projects are spaced out over time. Since repeat business hinges on positive relationships, staying in touch can mean the difference between loyal clients and clients who forget your name. One way to stay in touch is sending periodic cards to your client list for major holidays or their birthdays. A regular e-mail newsletter is another way to maintain contact unobtrusively. Be sure to maintain a friendly, professional tone and practice moderation in the frequency of such communication, staying in touch without bombarding clients with too much information.
Give the kind of business cards that stick around. Consider stocking up on magnetic business cards or promotional items such as magnetic mini-calendars showing your business name and contact information. Such items provide another means of keeping your name in front of clients, helping them remember your name, what you do and how to contact you. Whereas a paper business card will most likely go into a client's wallet or the trash, a magnetic calendar may stay on the refrigerator all year long. You may consider sending promotional items to your client list as freebies together with holiday or birthday cards as suggested above.
Make it personal. Clients will be more inclined to call you again if they feel you truly care about their needs. When you send a card, letter or e-mail to a client, try to include a note that makes the message personal. Personalizing a message may involve taking more detailed notes about clients from your first meeting. Perhaps in conversation with a client, he or she mentioned an interest in remodeling a bathroom in the coming year. A well-timed follow up stating that you would love to provide a quote for the bathroom project will show the client that you are attentive to his or her needs, and your meticulous follow-up could give you just the edge needed to win the job.
Relationship marketing is a field in and of itself, and there are plenty of companies that would be happy to implement some of these ideas for you if you do not wish to do so yourself. Making a positive impression and staying in touch with your client base can help you acquire repeat business and new clients on an ongoing basis.
Maria Polidoro is the CEO of Ace Tool Online, a New York based authorized dealer for virtually all major hand and power tool manufacturers. Ace Tool offers a comprehensive electric power tool selection including Milwaukee tools, Festool power tools, Amana tools and Champion Tool. Please visit Ace Tool Online for more information and great prices on power tools.
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