It makes you want to scream.
You just found out your best customer is buying a service you offer from someone else – frustrating, isn’t it?
I hear this all the time, small business owners frustrated because they are losing business because their existing customers “didn’t know they did that”.
You can’t assume that your current customers know all of the different ways you can help them. You must continue to deliver content that educates after the sale.
One tool you can use to address this issue is your marketing kit. A typical marketing kit contains a list and descriptions of the different products and services that you offer. Case studies, testimonials, and press releases are other items you can include in your marketing kit to highlight the different ways you help your customers.
Your newsletter is a great vehicle for sharing stories of how you have helped others. My friends at Zirtual to a great job of this. Zirtual is a company that provides you with a virtual assistant. Zirtual assistants are a talented group of folks and the number of ways they can help you is probably limited only by your imagination.
In order to help you think of ways they can help you, they provide lots of examples of how they have helped other people like you in the past. Not only do they have examples on their website, they send a weekly email to their customers highlighting some of the more interesting tasks they have helped people accomplish throughout the week.
Not only is this a great way to inform your customers of how you can help them, it’s also a great way to share information with your co-workers.
We all know it’s easier to market and sell to existing customers than to strangers, so get out your marketing calendar and commit to working on Repeat and Refer stages of your marketing hourglass.
