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It takes something really special to get people to change. The problem is using these kinds of strategies can attract the wrong kinds of customers. Most businesses need loyal customers. These strategies attract a customer more likely to change once the special period is over. They can also make existing customers feel as if they are being betrayed.
Companies are simply not using the same creativity they use in acquisition campaigns. Marketers tend to love the challenge of getting new customers, and leave the retention to customer service strategies. There are some things that you can do for your existing customers. Open houses, presentations, and customer only specials are just a few examples. Many firms view trade shows as a means for acquiring new customers. You should invite your existing clients to events before and during the trade show. Use your existing clients for new product and service launches.
One other strategy for mining your existing customers is to ask yourself the questions, "Do all of my customers know every thing we do or sell?" It is amazing how often you may not have 100% of your clients' business. Sometimes, this is intentional, as customers want diversity in their supply chain. Other times, there is an opportunity for you to get more business by your existing customers. This can also help you develop and expand your product or service mix.