Now that you've gone through the expense and time of acquiring a prospect or customer, it's time to consistently nurture that relationship.

Besides, the cost to do this is extremely low when compared to the expense you paid out to get them to raise their hand in the first place.

Not surprisingly, most home improvement companies drop the ball big time here.   There are TWO groups of people you should stay in contact with.  One is obvious, the other is often forgotten

1 - Your Current/Past customers:  If you're not consistently touching these folks  -and I don't mean  "buy more of our stuff" -then you're leaving a whole lot of money on the table. 

Use your tactic to continue to build your establish relationship, stay in front of them and remind them of Up grades - Back End Sales - Referrals - New products & services.

 2 - Prospects that didn't buy:  Yes!   If you have their contact info, you should continue to market to these people on a regular basis as well.  You know they have a need for your service and for whatever reason they didn't buy.  Or maybe they bought from someone else, but that company screwed it up.

I had one remodelling client who told me that a fair percentage of his "new" business was coming in to fix problems that the homeowner had with somebody else.  It wasn't a huge number, but because he was there in front of them, guess who they called to solve their problem.

What to send them

We've had great success with our clients with something as simple as a short letter.   I came across a guy who puts out a "fun" newsletter for his clients in the plumbing industry and his client's LOVE it becaue their customers LOVE it!

This is NOT one of those sterile, four color templates that you slap your logo on and send it out just to get something out the door.  These are all over the internet and, to be honest, in my opinion, while it is something to send out, and you don't have to really work at it,  they just come across as sterile.

Think how you can stand out, have some fun with it.

And notice I suggest SEND it to them, via mail.  I know email is "easy", but what I'm figuring out is that a physical piece of real, post office delivered, mail is now "unique" and will get you noticed.

How long should you stay in contact with them?

There's an old saying in that goes something like this:  If someone has contacted your business - for any reason - you must market your business to them until two things happen: 1. They Tell You To Stop or 2.  They Die!   Now that may be a bit extreme, but you get the idea. The longer the better and the more consistant the better.

Real Life Fact:   It doesn't happen overnight. But when they do call you, it's like finding bags of money on your doorstep.

Until Next Time, I Wish You Much Success

Mike Jeffries

866-926-5100