For many businesses, customer retention is part of a healthy profit model.  Once you do the work to connect with new leads and build the relationship so they become customers, it is inefficient to then go and drop the conversation altogether and search for new leads to woo.  Yet, it can be a real challenge for business owners to know what to say AFTER the sale without necessarily going straight for another sale.  Today, we’re going to talk about five ways to stay in touch with your customers.

If you get stuck in the mode of wanting to reach out but not knowing what to say, it could be because you feel like the sale was the end of the conversation.  But what if it isn’t?  What if the sale is just one step in a long journey with that customer?  What if the sale is just the first sale of many?  What if the sale is the beginning of a great new referral source?  What if the story of you with this customer could evolve?

What if the sale is just one step in a long journey with that customer? #sales #business #smb Share on X

Before I go on, you may feel like your business is an exception to this.  Maybe you sell only high-end products and your customers will never need you again after the first sale.  If this is you, keep reading.  These people could still refer you to new, wonderful customers just like them.

So, how do you stay in touch after the sale?  Let’s talk through five options that may spark some ideas for you:

  • Set reminders to check in periodically. Decide up front how often you want to say hello or check in with your customer.  Once your transaction is complete and the product or service is delivered, add a step of scheduling reminders for yourself to check in with them over the next year or two.  This can be done in a CRM or anywhere you are keeping a calendar.  The conversation starter could be as simple as asking them how it’s been going since they bought the product.  Having a schedule and a plan for outreach makes it much easier to do.
  • Before you close the sale, make note of any milestones you want to remember for the customer.  Perhaps a one-year anniversary of a session with you, a birthday, or some other milestone.  Send them congratulations or a card to acknowledge them on their special day.
Having a schedule and a plan for outreach makes it much easier to do. #business #smb #sales Share on X
  • Gift giving. If your business is one where you have an opportunity to develop deeper relationships with your customers, keep track of achievements in their lives and give them a gift when they have success.  This is a step beyond acknowledgement and shows how focused you are on them and how much you listen to them.
  • Sending relevant news. As you get to know your customer, you can make note of any industries, hobbies, or communities they are part of.  Moving forward, this is an opportunity for you to remember their interests and stay in touch as you hear about current events.  If something happens related to a community they are following, a place they are familiar with, or something else you noted about them, shoot them a link or a message.  It will be timely, relevant to them, and a good chance to remind them you are there.
  • Sharing the progress of their referrals. Oftentimes when someone makes a referral, the furthest we might go is to thank them and let them know that we started the conversation with their recommended contact.  But, there may be bonus points awaiting you in sharing the progress.  I once did a podcast where the podcaster had an entire secondary nurturing process around referrals.  I referred a few new potential guests and was subsequently informed when the new guest had scheduled a date, when the interview occurred, and when the interview was available.  I thought this was a genius move and surprisingly innovative.  Not only did it keep that podcaster on my mind, but it gave ME reason to reach out to both parties to continue both relationships.  A win for everyone!

All of these ideas involve having a way to keep track of your outreach, which usually involves some consistent way to manage how you schedule the outreach you want to do.  Whatever method you choose to stay in touch, your diligence is moving you towards increased repeat sales and referrals because of the way you are nurturing the relationships you built.

What ideas do YOU have?  I’d love to hear about methods that have worked for you.  Share them in the comments!

And for more on how to build relationships with the people who are referring you and supporting your business, read here!