I once worked with a client who was very excited about finding thousands and thousands of clients for his business. In the end, he got lots of new clients, but those were just enough to replace the dissatisfied customers who decided not to buy after their first miserable experience.
How well do you look after your current customers? They’ve already told you that they want what you promised them. They want it so badly that they’re willing to hand over their hard-earned money to get it. They’ve bought in!
Did you deliver on your promise? Did they get what they thought they were paying for? Were they just satisfied or were they amazed? Will they buy more? Will they buy more often? Will they pay more next time? Will they tell their friends?
You need to care about these clients. You need to know if they thought they got good value for their dollar. You need to know what they tell their friends about you. Whether it’s formal research surveys, registration cards or just a phone call to a paying customer, you need to know what they think. Blogs and online surveys have made seeking feedback cheaper and easier than ever before.
By the way, getting current customers to buy more, buy more often, or pay a higher price is 7-10 times cheaper than finding new customers. Where are you investing your marketing money?