Todd Martin

Todd Martin

Sales Strategy

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The Best Productivity Tips I’ve Ever Read

February 8, 2016

Everyone wants to get more work done every day. Here are some simple but effective tips.

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I don’t usually use my blog space to excerpt other peoples’ work, but HubSpot—a marketing support company that does exceptional work—recently published an article that really struck a chord with me.
Who isn’t trying to be more productive? I know I am. I tackle my to-do list every morning and do great for awhile – until the day gets away from me. I dutifully copy what didn’t get done onto the next day’s to-do list and start the whole cycle all over again. By the end of the week, I know what I’ll be doing that weekend.
So I’m going to try Hubspot’s suggestions. They make sense to me. Here are some of them.
Work less. Yes, you read that right. You’ve undoubtedly heard that working excessive hours on a regular basis can cause health problems. Well, there’s another reason why you should avoid long hours: Productivity can actually improve when you work less. Researchers think the critical point is about the eighth hour. After that, your fatigue causes a drop in output. At least good output, I would add. So forget how it looks when you walk out of the office at 5 and your co-worker raises an eyebrow. You’re simply trying to get more done.
Todd Martin 020816 image 2Eat breakfast. Avoid the sugary foods that taste so good—donuts, Pop-Tarts, sugary cereal—but don’t give you the energy that eating breakfast food that has protein and vitamins and minerals does. Have some hard-boiled eggs ready for morning or put a slice of good cheese on a piece of whole wheat toast. Oatmeal and bananas are good, too.
Sleep more. Some people wear their lack of sleep like a badge of honor. There’s no shame in sleeping eight hours every night if that’s what your body needs. Studies reveal that besides the health problems minimal sleep can cause, it’s also a productivity killer. You know this.
Don’t be a perfectionist. Learn when good enough is good enough Here’s one expert’s formula for evaluating your work:

  • Does it solve the problem and/or convey the right message?
  • Is it on brand?
  • Is the quality level consistent with your previous work?
  • Has it been approved/scrutinized by other qualified individuals?

If so, move on.
Take a lunch break. Take it whether you eat anything or not. Just walk away from your desk or office for a spell during the day sometime. Not doing so is bad for your body – and productivity.
Have a short snooze during the day. You’ve heard of the “power nap,” I’m sure. Research has shown that it can boost both productivity and alertness. It can kind of be like starting the day over. If it’s not logistically possible, take a walk or lean back in your chair and daydream.
I think I like these last two the best.
Look at pictures of cute baby animals. A study by Hiroshima University in Japan in 2012 Todd Martin 020816 image 3actually confirmed this. Research participants performed 44 percent better at concentration after seeing pictures of baby animals, and experienced the greatest increase in productivity.
Finally, clean your desk. You may take exception with this; many people like to maintain a messy work environment. And some research has supported that preference, indicating that it can make people focus on their goals more effectively. Other research has shown that 90 percent of adults surveyed felt that clutter had a negative impact on their lives and their work. 77 percent reported that clutter had a detrimental effect on their productivity.
Other suggestions in the article included visiting a coffee shop (the ambient noise can impact creative performance); exercising during the workday (take “active breaks” or sit on a giant stability ball); and actually using your vacation time (another badge of honor for some, and fodder for bragging rights, but counterproductive to productivity).
Too basic, too common-sense, too not-creative? Sometimes the simplest solutions are the most effective.

Stock images courtesy of FreeDigitalPhotos.net

3 Signs That It’s Time to Look for a New Sales Job

January 23, 2016

Watch for important signals that indicate the need for a change.

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 In any sales career, movement is inevitable, since few positions offer long-term permanence. It’s the nature of the occupation. Still, career moves without a good reason make little sense. There’s much to be said for stability, and opportunities to advance often exist right where you are.

Even so, knowing when it’s time for a change is the key to planning for a beneficial change. Changes in your current work environment often signal the need for thoughtful attention.

1.) Your inner voice may be telling you something important.
Pay attention to increasing feelings of dissatisfaction. If you’re having trouble staying motivated or wondering if you’re in the right spot, investigate the reasons. If you’re losing confidence in products or services you’re marketing, ask why. If your progress toward career advancement seems to have stalled, look for answers.

2.) Difficult relationship issues with supervisors or peers may be other signals. Ask yourself whether those problems originate with you or come from outside. Look for ways to improve the situation, but if a careful evaluation doesn’t suggest potential solutions, it may be time to begin looking elsewhere.

3.) Changes occurring at your workplace may predict your future.
Every company occasionally makes adjustments in business strategies. If those changes affect you negatively, concern is warranted. Try to assess the situation. Are sales down across the board? Is the company in financial difficulty? Search for news about market changes and watch for cutbacks.

Have there been modifications in sales strategies or major leadership staffing changes? These may be signs of impending downsizing.

Do your due diligence in researching any changes you’re noticing. Search online for clues to what’s happening at your workplace. Actively assess conditions and evaluate the company’s prospects. Changes could be either beneficial to your career or signal the need to explore other options.

Unusual attitudes toward you may be warning signals. If relationships with supervisors and co-workers deteriorate unexpectedly, pay close attention. Unrealistic demands for increased production and sudden increases in sales quotas are causes for alarm. If you’re being nudged out of the loop or your input is ignored, find out why. Such issues are signs that should be carefully monitored.

Those changes may have nothing to do with your performance, but may reflect alterations in company policy or others’ personal issues. Regardless of the reason, though, don’t ignore reality. If you can’t reverse such changes, you may need to act.

If Signs Indicate That It’s Time to Move, Start Planning Right Away
If you’re uneasy about your current position, keep in mind that you were looking for a job when you found the one you have. Try to resolve current issues, but be prepared to look elsewhere. Polish your resume and discreetly explore other options. Don’t wait for a crisis. Be proactive about your career and take action before you’re forced into it.

5 Hurdles Your Sales Emails Must Clear to Win

January 7, 2016

Every sales email is a high hurdles race. Don’t stumble.

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Each sales pitch you broadcast to your email contact list is in a race with a large field of competitors. Getting to the finish line at the front of the pack is never easy. So clearing every hurdle in this race cleanly is essential.

While you don’t always need to win the gold, if you aren’t on the winners’ platform regularly, improving your technique can improve your performance. Here are five ways to boost your chances:

  • Get off the starting line fast – Get the jump on your competitors with a powerful subject line for every sales email. Begin with an action phrase, like “Save 20 percent,” “Get more,” “Learn the secret” or “Act now.” Include concrete numbers for discounts, savings, or the points you will make. Avoid clever word play and make your subject line compelling. Don’t lose before you start.
  • Maintain a fast, steady pace – Every sales email is a short, intense sprint. Aim to keep your entire email visible without scrolling. Get started quickly with a strong value proposition and keep your content under 250 words. Brief, simple sentences, short paragraphs and concise list points grab and hold attention without wasting impatient readers’ time.
  • Clear hurdles with perfect form – Avoid boredom with compelling information. Identify your reader’s pain and offer a solution. Don’t waste words. Triple-check for language errors that can cause stumbles. Don’t wander away from your central message. Review your email carefully and fine-tune everything until it’s perfect. Retaining readers depends on small details.
  • Keep your eyes on the finish line – Have a specific goal for each sales email you send. Everything in your message should work toward that target. If you get off message, you’re sure to trip and lose your readers. Careful attention to selling throughout the content will keep you in the correct lane and get you over every hurdle smoothly. Lead readers step-by-step toward action.
  • Sprint through the end of the race – Don’t miss the most important part of beating your competition. Give your readers an obvious, simple way to make a commitment. Link to a specific landing page on your website or other venue that addresses your main topic directly. Consider this: If you can convert twice as many prospects once they take action, you’ll double your revenues.

Competition in Every Inbox Is Fierce. Winning Demands Perfection

Conversion rates for email sales campaigns are always low. It’s the nature of the game. Paying close attention to the details of every sales email is the key to boosting conversion. Focus on converting just one or two percent more of your recipients and you’ll be a medalist in every race. Refine your efforts, monitor results closely, and you’ll lead the pack consistently.

How’s Your 2016 Content Marketing Strategy Shaping Up?

December 17, 2015

Use first quarter slow periods to punch up your marketing plan.

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For most small businesses, except for accounting and tax prep firms, January is the beginning of a relatively slow period. It’s an ideal time, though, to focus on marketing strategies for the upcoming year.

Your online content marketing will be more and more important in 2016. Making a concerted effort to increase its effectiveness during slow periods could be the best way to ensure maximum profitability as people recover from the holidays.

Here are five ways to build up the impact of all content marketing now. You’ll reap the benefits as the year progresses.

  • Clear Away Aging Clutter – Review every aspect of your marketing content. Get rid of obsolete or untimely content on your website and social media venues. Outdated content and superfluous dross distracts your visitors and gets in the way of fresh approaches. Look at everything with an eye on eliminating whatever can’t help you going forward.
  • Freshen Up Existing Website Content – After dumping the old, renew what remains. Check every page closely. Correct errors wherever they exist. Tighten up overly wordy content. Replace weak prose with new, power-packed language. Update info on products and services to reflect current offerings and plans.
  • Make Everything More Mobile Friendly – Google’s most recent reports on mobile user searches shows a steep climb. Searches from mobile platforms are rapidly approaching 75 percent of all searches. Use Google’s Mobile Friendly Test. Look at your website and social media offerings on a variety of mobile platforms. Make your site look its best and you’ll enjoy more revenues.
  • Create New Email Marketing Content – If you’re using your CRM platform for email marketing, create brand new campaigns for 2016. Your contact list has already seen your old material. Try new tactics and focus on maximum impact through concise, punchy content for every campaign. Research current marketing thinking online and test those ideas.
  • Refresh Your Informational Offerings – Use the first quarter slump to review and update existing PDF materials, online presentations, videos and other visitor incentive collateral. Create new offerings that reflect your strategies and plans for the future. Give your customers fresh new ways to learn how you can help them.

Beat the New Year Blues by Boosting Content Marketing Performance
Once the holidays are over, it’s always tempting to take some time to recover from year-end stress. Everyone, including your contact list, seems to go into a slump.

Soon, though, people will wake up and be ready to take on the future. Get a jump on that awakening by maximizing the impact of your online marketing content now. Surprise your customers and clients by hitting them with fresh new reasons to choose you. Energize your marketing today and you’ll stimulate new business throughout the year.

Stock image courtesy of FreeDigitalPhotos.net

Outbound Marketing, Social Selling Overrated

December 3, 2015

I was surprised by some of the findings uncovered by Hubspot’s State of Inbound 2015.

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It’s funny. When you’re deeply entrenched in something – a type of technology tool, a TV series, or a political affiliation (who knew that that person you really like was a member of a different party?) – it seems inconceivable that everyone isn’t on board with you.

That’s kind of the way I felt when I read Hubspot’s recently-released State of Inbound 2015. Most of the nearly 4,000 participants, representing more than 150 countries, were, “…marketers who work for B2B SMBs, half of which generated less than a million dollars annually in revenue.”

Dedicated Sales Technology Use Low

Several things struck me in this report. Since I am involved in sales for a leading CRM application developer, I was especially interested in CRM solution adoption rates.

Well, according to Hubspot’s survey, 46 percent of the salespeople who responded were not using dedicated technology to store lead and customer data.
That means that nearly half are relying on physical files, Google Docs, and other “informal means” in place of or addition to dedicated systems.

That’s stunning. I can’t imagine not using a CRM application any more than I can envision going back to my typewriter for correspondence. This reticence to use dedicated state-of-the-art sales solutions, the survey revealed, results in less successful sales teams, which were, “…more than twice as likely to use Excel, Outlook, and/or physical files to store lead and customer data than their successful counterparts.”

Data Entry the Big Bottleneck

What’s not surprising, though, is the number one reason sales professionals gave for their CRM challenges: manual data entry.

What this means to me is that the survey respondents were not aware of how leading-edge CRM applications operate. The best of them let you pull in existing contact information, schedule information, social streams, etc.

This lack of knowledge was also evident in the second most common CRM challenge named: lack of integration with other tools. CRM solution developers usually have numerous partners that have created ways to exchange data.

Inbound Marketing Good for Many Business Types

Much has been made of the pros and cons of inbound vs. outbound marketing. The fact is, though, that outbound marketing, which involves vehicles like flashy ads with stellar placement, requires a bigger budget.

Not surprisingly, the sales professionals that Hubspot talked to said that increasing revenue by closing deals was their top priority. This was the case regardless of the company’s size, region, etc. Which method did they find more effective?

“Even outbound marketers say outbound marketing is overrated,” Hubspot’s survey revealed. Inbound was said to work in B2B, B2C, and nonprofit sectors.

Social Selling Not the Answer

One of the things that Hubspot’s findings should say to you is that the quality, depth, and visibility of your content (inbound) marketing are critical, and may even move you closer to finding leads and closing deals than the approaches that big companies with a lot of money use.

I’ve talked about the concept of “social selling” more than once in this blog. Hubspot’s findings confirmed what I already believed to be true: Social selling is more hype than reality, Hubspot learned from its respondents. In fact, the results of this year’s annual report indicated that social selling does not live up to the hype surrounding the term.

So I guess the message for us who keep plugging away at creating the best marketing emails, blogs, websites, and other sales content we can, as well as faithfully using our CRM applications, is that these are the kinds of efforts that can pay off.

Stock image courtesy of FreeDigitalPhotos.net

Wrapping Up 2015 With — and For — Your Customers

November 11, 2015

January is a month of new beginnings, but you should close down December satisfactorily before 2015 turns into 2016.

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Your personal and professional calendars may already be getting full for December. You have end-of-year reports and those last-minute sales appointments to try to meet your quota. Your department and/or company may have holiday gatherings, and you’ve probably arranged seasonal events with family and friends.

Have you put much thought, though, into how you’ll put a period at the end of the year with your customers and lay the groundwork for a new sentence in January?

Obviously, Remember Them

If you haven’t yet made plans for a holiday mailing, it’s time. These days, you have to be sensitive to the fact that people celebrate different types of winter holidays in the U.S. Card designers are well aware of this, and if you’re just going to send a card with your signature and a personal note, you can still order them. There are also countless websites and applications that let you design their own. Try to keep your message generic but celebratory, if that makes sense. Or you can just send traditional Christmas cards and assume everyone will understand that that’s the dominant December holiday.

If you have a little extra money to spend, do have at least your name and phone number printed on a promotional item that can be mass-produced. Calendars and nice pens are good because they’re more likely to be kept and seen, but you’d be amazed at the multitude of options you’ll have by browsing sites that sell tschotchkes. There’s still time.

More to the Point

Rather than just wishing them a happy or merry whatever, you could also make this a more professional “touch.” Here are some ideas:

Illustrate that you know who each customer is. This is only realistic, of course, if you don’t have a customer list that numbers in the hundreds.  Select a product or two that they’ve ordered during the year and tell them you hope they’re still enjoying it/them. If you’ve struck up personal conversations, pull a comment or two out of your CRM application and let them know that you remember them as individuals, not just names on an obligatory card list.

Thank them for their patronage. Obviously.

Extend a special invitation for an end-of-year discount, shipping upgrade, etc. Especially good if you sell,things that people might buy for gifts. If you can tie this in to their previous purchases, all the better.

Put all of this in a handwritten note. It’s such a pleasure to get one of those these days. If you have the time and nice handwriting, give your holiday greeting this personal touch.

Include a teaser for 2016.

  • Tell them to look for a special sale/new product/website upgrade in [month].
  • Hint at an upgrade/price drop for a product they’ve bought.
  • Give them a sneak preview of your early 2016 editorial calendar. What don’t they want to miss?
  • If it’s time, ask to get on their schedule now for coffee/lunch/a meeting in the dreary month of January.

You get the idea. Smart, thoughtful holiday mailings will most likely be remembered when it’s time to buy.

Stock image courtesy of FreeDigitalPhotos.net

Stop Talking to Your Customers So Much. No, Really.

October 15, 2015

Customer relationship-building is a good thing. But are you giving your content creation short shrift?

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I know I’ve written about this theme before, but it bears repeating, since so many social media gurus continue to preach the gospel of social selling.

In theory, the tenets of social selling make some sense. They go something like this:

  • Find the social networks where your prospects and customers are likely to gather and learn about their interests.
  • Create posts that help your audience know who you are beyond just a name in an organization chart. Be human. Share your excitement about your own passions.
  • Interact with other individuals frequently. Share. Commiserate. Offer to assist with problems.
  • Try to position yourself as an expert in your field.
  • Find the “influencers” in your market and engage with them.
  • Don’t be pushy about selling. Rather, try to focus on the interpersonal communication that’s transpiring. Once people learn who you are, they’ll be more likely to buy from you.
  • At some point, you do need to reveal that you do indeed represent a company that sells products and/or services. Be subtle about this.

Is there anything wrong with any of these suggestions? No. They’re all part of the path to sales growth.

The problem is the amount of time that these actions take when you consider them an isolated set of activities. (And think about how easy it is to be distracted when you’re on LinkedIn or Twitter or Facebook.)

The process of building customer relationships should be organic. It’s not something you should schedule blocks of time for. Let it happen while you’re busy doing your other social media work. If a thread catches your eye while you’re posting a tweet, see if there’s an opportunity for involvement. Then go back to what you were doing so that you don’t look up and realize that an hour has gone by with nothing of substance accomplished.

Use your social media time intelligently by spending the bulk of it creating great content. You will build relationships by doing so as people comment on your blog or retweet a post or share some of your carefully-written pieces. Keep these things in mind as you go:

  • Focus on quality. Google does. Good SEO is very important, but Google is putting emphasis on the quality of content these days, too.
  • Work on your relationships with your existing customers as you continue to court new ones. Acquiring new customers is expensive and time-consuming. Your best customer is the one you already have. Reward them for their loyalty with attention and special treatment.
  • Answer questions before they’re asked. Ask your customer support people what customers complain about. Write posts dealing with the kinds of difficulties people might encounter before they get frustrated and return your products.
  • As you formulate posts or work on your blog, focus on benefits. Solutions. How to help individuals have a better personal or professional life.

In all of the content you create, try to be worthy of being shared. It’s a high compliment to have your work passed along to others.

Stock image courtesy of FreeDigitalPhotos.net

Effective Training Improves Your Chances of CRM Success

October 1, 2015

How do you get your sales team to embrace your CRM solution? Training is the first and most critical step.

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The statistics are grim. The percentage of companies who have successfully implemented and continue to use a Customer Relationship Management (CRM) system is rising, but there are still a lot of salespeople who are hiding their Rolodexes in a drawer, maintaining their customer contact records in overflowing file folders, and trying to use Microsoft Outlook to track their interaction with clients.

What are the barriers that separate salespeople from their CRM solutions? There are many, including:

The complexity of the application. CRM software and websites are — necessarily — deep, multi-function, complex solutions with a lot of moving parts. They contain in-depth customer information templates that can help salespeople build exceptionally thorough profiles of every contact. They track historical and current interaction, and, sometimes, real-time social network engagement. They document the sales pipeline. These are very different types of activity, yet they function as integrated elements of the same system. Quite the challenge for both developer and user.

The time required to keep the system updated. State-of-the-art CRM applications make use of existing data, letting you import contact and other information. Some support connections to social media sites, and most can have their functionality extended by integration with third-party add-ons like marketing solutions. Older software requires more data entry, and even the newer ones need attention every day. Salespeople would rather be chasing leads and closing sales than updating their CRM data.

Impatience, frustration, and unwillingess to wait for results, understanding, and insight. It can take months for a CRM solution to start providing the kind of feedback that can help salespeople paint detailed pictures of their prospects and customers — and see when and where they should be engaging with them. A great deal of data input is required first. Which is not to say that CRM applications can’t be of use from day one. They just grow “smarter” as they learn more.

Training can help your sales team overcome all of these obstacles. Here are some suggestions for you to consider as you take on this task.

  • Write and distrbute a problem/solution/benefits summary to get your salespeople thinking about this new tool in general terms — before you start getting into specifics.
  • Involve everyone.
  • Learn what you’ll be using. Don’t overload staff with training on features they won’t need.
  • Encourage the salespeople to develop their own daily routines. Make CRM engagement a habit. This is your golden opportunity to stress general CRM best practices.
  • If it’s feasible, break the training exercises into chunks. Cover one area, like creating profiles, and let the team start entering their own live data. When they’re confident at that, move on to the next feature.
  • Check in with everyone individually to see how they’re absorbing — and liking — the new application. This is a process you should continue even after everyone is off on their own with it. Consider refresher training courses.

Ideally, of course, training should start as soon as you’ve chosen a solution. But if you’re already using one without much success, it’s not too late to back up and get a fresh start.

A Whole Bunch of Sales Statistics That Will Startle You. They Did Me.

September 17, 2015

You’re never the only one, some people say. These sales statistics may surprise you, but they should also show you how common some of your sales experiences are.

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I try to keep this blog original. You probably spend some time each day browsing blogs and social media sites and other sales resources that can provide insight and inspiration, so I don’t report on what other people are saying very often. We probably read some of the same things.

But this being the last weekend of summer 2015, and Hubspot being one of the best sales and marketing resources around, I thought I’d share some sales statistics that the company just posted, courtesy of its email management solution, Sidekick (culled from various sources).They included 107; I’ll just re-post some of the ones that really struck me here.

  • 80 percent of sales require 5 follow-up phone calls after the meeting.
  • If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them.
  • Only 25 percent of leads are legitimate and should advance to sales.
  • At any given time, only 3 percent of your market is actively buying. 56 percent are not ready, 40 percent are poised to begin.
  • Companies that automate lead management see a 10 percent or greater increase in revenue in 6-9 months.
  • Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts.
  • Visuals are processed 60,000x faster in the brain than text. (Lesson: Use visuals in presentations).
  • 70 percent of people make purchasing decisions to solve problems. 30 percent make decisions to gain something.
  • 95 percent of buyers chose a solution provider that “Provided them with ample content to help navigate through each stage of the buying process.”
  • The best times to email prospects are 8am and 3pm.
  • Tuesday emails have the highest open rate compared to other weekdays.
  • Personalized emails including the recipient’s first name in the subject line have higher open rates.
  • An average buyer gets 100+ emails a day, opens just 23 percent, and clicks on just 2 percent of them.
  • 40 percent of emails are opened on mobile first – where the average mobile screen can only fit 4-7 words max.
  • 33 percent of email recipients open emails based on subject line alone.
  • For B2B companies, subject lines that contained the words “alert” and “breaking” perform well.
  •  Subject lines with more than 3 words experience a drop in open rate by over 60 percent.
  • Only 2 percent of cold calls result in an appointment.
  • In 2007 it took an average of 3.68 cold call attempts to reach a prospect. Today it takes 8 attempts.
  • On the phone, tone is 86 percent of our communication. Words we actually use are only 14 percent of our communication.
  • Email marketing has 2X higher ROI than cold calling, networking or trade shows.
  • The worst days to call are Mondays from 6 a.m. to noon and Fridays in the afternoon.
  • 91 percent of customers say they’d give referrals. Only 11 percent of salespeople ask for referrals.
  • Customers are 4x more likely to buy when referred by a friend.
  • Sales reps using social selling are 50 percent more likely to meet or exceed their sales quota.
  • 57 percent of the buyer’s journey is completed before the buyer talks to sales.

Hope you found a few statistics of interest here. Enjoy the last weekend of summer!

Customer Retention: Repeat Business Is Good Business

September 10, 2015

Your best new customer is the customer you already have.

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Attracting new customers to your business is tough. Creating brand new business requires strong efforts in SEO, confidence-building and conversion on your website, blog or other social media venues. Convincing first-timers to buy your products or use your services is an important goal, but it shouldn’t take up all of your marketing time or expenditures.

Paying attention to existing customers and enticing them to return will pay off in higher revenues. Here are some strategies you can use to profit from your current customer list:

  • Mine for gold in customer data – The information you’ve collected on your current customers and clients has extraordinary value. Those customers already know you, have confidence in you, and will respond to your marketing efforts with a much higher frequency than random visitors to your website. If you’re already using CRM software, mining that data is easy. If not, you should be.
  • Stay in touch with relevant offers – Remind your existing customer base of new products and services. Call yourself to their attention from time to time. Don’t overdo email and other contacts, but let existing customers know you’re keeping them in mind and give them your latest news. Imbed links in emails to guide them to specific web pages of interest or to social media efforts. Give them a reason to visit you again.
  • Offer incentives for repeat business – Show your current customers that you appreciate their loyalty. Offer special discounts from time to time. If you use a shopping cart system, send customers a discount code they can use. If you have a brick and mortar location, send them a discount coupon. Send seasonal special offers to your customer base well ahead of time and ask them to visit you for their needs.
  • Share important information – If you already have a blog, share blog posts via email with current customers. Information is valuable to everyone, and odds are that most of your existing customers aren’t regularly visiting the blog. If you don’t blog, create brief informational emails to alert customers of news, promotions, sales and any other information that will be genuinely useful. A CRM application makes this easy.
  • Get specific for best results – The more you know about a customer’s history, the better able you’ll be to attract them back for more. Refer to previous purchases or services and suggest related products or services. Remind existing customers about upcoming needs they may have that relate to your business. The more relevant and specific your message is, the more likely you’ll capture their repeat business.

Regular Contact with Your Customer Base Is a Sure-Fire Revenue Enhancer
As important as attracting new business is for growth, it’s much easier to convince existing customers and clients to do business with you again. By focusing some of your marketing time and budget on your current customers, you’ll see a higher response rate and better profitability. Don’t overlook this treasure trove of business opportunity.

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