Ryan Dohrn argues that keeping customers costs five times less than finding new ones, yet most businesses skip retention entirely. He sends handwritten cards, plants, and gifts through the mail to existing clients, who are 60-70% more likely to buy again. Spend an hour daily on these gestures.
Hey friends, Ryan Dohrn here, your global sales and marketing coach. And today we're talking about retention. You might remember a couple of weeks ago we talked about the 20/60/20 rule of time management. Today we're talking specifically about retention. I mentioned that it takes 5 times as much money, 5 times the energy to attract a brand new customer. So why do we not have amazing retention programs in place? Typically it's because we're waiting for our company to do what we know that we need to do. Now, retention for me is not checking in on folks. That's not what it's about. Retention for me is a dedicated thought, a dedicated strategy, dedicated items that I'm going to do on a regular basis to show— go above and beyond the call of duty to keep customers around for a lifetime. For example, I like to send handwritten thank you cards. As an example, a lot of times I'll send plants or I'll send popcorn and things like that through the regular good old United States post office to people. I'm not sending emails checking in on folks. I'm not doing what every other salesperson would do. I'm recognizing that I'm 60 to 70% more likely to resell somebody that's already bought from me in the past. So as a part of your time management plan, set aside an hour to an hour and a half every day to retain customers for a lifetime. It's called showing them a little bit of love. Never forget, friends, if sales was easy, everybody'd be doing it, and they're not. Are we crazy? Eh, maybe. But we found careers, friends, that'll feed our families for a lifetime. If I can be of help to you, to speak at your sales conference, whatever I can do to help you out in your sales and marketing game, reach out to me over at ryandohrn.com. All right, friends, we'll see you next time.
