Follow up is critical when it comes to your current customers, or those who have bought from you in the past. Why? They are your best source of repeat business. And they are the most frequently ignored.
When you get a new customer, what system do you have in place to thank them for their business? Do you train them how to use your product or service, if training is warranted? If there are challenges you know about that a lot of folks may have, are you letting your new customers know about them?
For example, if you market nutritional supplements, many customers may have indigestion or may even take them at the wrong time. Do you let your customers know that ahead of time, and give them advice that could make side effects less of a problem? I used to prescribe a lot of Niacin for patients with elevated cholesterol, and always let them know the side effects they might experience ahead of time. I also had tips that might make the vitamin less problematic for them. Because I addressed this issue ahead of time, I had fewer patients stop the vitamin on their own.
Are you contacting new customers them within a week to see if they have questions? Do you send them a thank you card letting them know they are special? Do you send them a follow up email to make sure they know you are available if they have questions?
When customers continue to order from you (they have a subscription for your service or product) how often do you tell them you are grateful for their business? I have been a distributor for several network marketing companies in the past, and my upline pretty much ignored me once I had made my initial payment to become part of their downline. The same is true when I became a customer. It isn’t pleasant to feel like you are just a paycheck.