Hi Sara,
We’re always looking for ways to grow our business, should we focus more on attracting new customers or retaining existing ones?
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Ah, the age-old question: do you spend time wooing new customers like a lovesick puppy, or do you keep the ones you already have happy, like a dog faithfully guarding its favorite bone? Spoiler Alert: keeping your current customers is where the real magic happens – and here’s why.
The Golden Rule of Customers: Love the Ones Who Already Love You
Let’s start with a jaw-dropper: it costs five times more to get a new customer than to keep an existing one. Yes, FIVE TIMES. Your current customers are not just some old baseball cards you forgot about; they’re like rare holographic Charizards (Google it, kids). These people have already taken the leap and trusted you. They’re your VIPs; your goal should be to keep them feeling special.
When you keep current customers happy, they’ll keep coming back, spending money, and telling their friends about you. That’s free advertising, and guess what? It’s way cheaper than running ads on Facebook.
Your Hottest Leads Are Already in Your Pocket
Here’s a wild thought: your current customers are actually your best leads for future business. They know you, like you, and have already bought from you. But here’s the kicker: they don’t always know how to do business with you again.
This is where timing and messaging come into play. Think about when your customers’ current “unit” (that’s industry-speak for whatever fabulous product you sold them) is nearing the end of its life cycle. Maybe they’ve paid it off, the warranty has expired, or they’re starting to get major FOMO because their neighbor got something shiny and new.
Send them a friendly message before they even realize they need you again. Something like, “Hey, your mower’s been a champ, but have you checked out the newest model? It’s like the one you have…but better!” Keep it casual, but keep it consistent.
Stop Asking, Start Giving
Nobody likes a friend who only calls when they need a favor. If all your emails to customers sound like, “Buy this, buy that,” you’re that friend. Instead, try giving first. Share something valuable, like advice or tips, that actually helps them use the product they bought from you better.
For example, send an email like:
“Hey, we noticed it’s the time of year when snowblowers need a little extra TLC. Here’s a quick guide to keep yours running like a dream. And if you’re ready for an upgrade, we’ve got some sweet deals waiting for you!”
This positions you as the expert while keeping your business front and center in their minds. Plus, people love freebies – especially if those freebies make their lives easier. Blogs, how-to videos, or even a fun social media post with maintenance hacks can work wonders.
Need a Little Help? We’ve Got You Covered!
If keeping your customers engaged feels overwhelming, don’t worry – our BCI Marketing Program has your back! At Bob Clements International, we specialize in creating custom marketing plans that make your life easier and your customers happier. From crafting blogs and social media posts to sending mass emails and even direct mail campaigns, we’ll help you stay top of mind with your current customers. You’ll even get leads delivered to you after every email campaign – how cool is that?
New Customers Aren’t Off the Hook
Now, I’m not saying you should ignore new customers entirely. New customers are essential for growth, but they are not the whole pie. Think of them as the whipped cream – exciting, sweet, and a great addition, but not the whole dessert.
Make sure you’re balancing your efforts. Keep your existing customers happy (so they stick around), and use their glowing testimonials to attract new ones. Remember, word-of-mouth is the original – and best – social media.
Final Thoughts: It’s a Love Story
Focusing on your current customers doesn’t mean you’re settling. It means you’re smart. These people already know you’re awesome, so show them why they should keep coming back. And hey, when you treat them right, they’ll bring their friends along for the ride.
So, next time you’re deciding between chasing new customers or loving the ones you already have, save your money and choose the latter. And if you’re looking for a partner to help keep those customers coming back again and again, let’s chat. It’s what we do, and we’re pretty darn good at it.
Now go out there and keep your Charizards shiny! 🚀
Sara Hey
P.S. – Want a FREE marketing strategy session? Join our webinar, Liability, Leads & Lost Customers – How to Take Control of Your Online Presence, on Thursday, March 6th at 1 pm CST. Your website and marketing should be working for you, not against you. But if you’re not careful, you could be dealing with liability risks, lost leads, and a website that scares customers away instead of bringing them in. Don’t let hidden pitfalls hold your dealership back!
