Talking with EXISTING Customers is different to talking with NEW ones | Small Business #Marketing

Congratulations! You've made the sale. Your customer is happy with their purchase and has paid in full. The product they have bought from you meets, or hopefully exceeds, their expectations. Maybe they're even happy enough to recommend you. Well done! So, what happens now? Most organizations understand regular customer communication is vital for ongoing mental availability, helping them remember you rather than the competition. However, Many businesses, while aware they should be keeping in touch with their customers after that initial transaction, don't know how or what to say to them. They end up sticking the customer into the company's standard database to be blasted with messaging no different to what a prospective buyer receives. Then they wonder why their existing customers are no longer buying from them. Customers that have bought from you don't need to drink the Kool-Aid. They don't need sales pitches, aggressive advertising, or discounted offers. Just as you've become a known quantity to them, they should be one to you. Instead, structure your existing customer communication differently from your prospective customer messaging. Think of it as the selfless sharing of information that you truly feel would benefit them. If you hear about a sale at an office stationery supplier, let your business customers know. If a new crèche has opened in your neighbourhood, drop a quick circular to your family-orientated local customers. Why? Because you're helping maintain that differentiation position you spent so much time creating for new buyers. Because you're grateful for your customer's business and you want them to know it. Because you genuinely care about your customer. You do, don't you?