In part one of this two-part series we explore why it so important to keep in touch with prospects and customers through outbound prospecting. We’ll also look at how to use outbound campaigns to invite future business with current customers successfully.
Why is it important to keep existing customers in mind when outbound prospecting? It seems like a simple question. But it isn’t for many. Why is that? In any organization, it’s easy to get busy focusing on new prospects for lead generation. We reach out, stay in touch, and get caught up in activities with prospects, such as marketing, outbound prospecting campaigns, and inbound marketing follow-up. But we forget about re-connecting with our customers on a consistent basis.
Why is it so easy to overlook current customers? We feel they know us, they like us, and they’ll come running when they need us. We assume this will happen. This is a dangerous assumption. While you are focusing on the new prospects, your customers are hearing from your competitors. Your competition is marketing, conducting outbound prospecting campaigns and following up on inbound leads from your customers.
Whether or not your competition does wow your customers with their marketing, why risk ignoring the customer who has accepted your competitor’s invitation to connect? Are you really serving your customers by not connecting likewise? How are you building that trusted relationship if you don’t reach out? The truth is, you are not.
Some people can tell themselves “I do keep in touch regularly”. But that often amounts to just an annual holiday greeting and ‘thank you for your business’ message.
I’m sure there are a large majority that do keep in touch more often, in the course of serving current clients. You may be thinking, “My customers are really busy.” So you respond or call your clients only if something is wrong. In any case, it’s important to remember it’s up to you — not them — to keep them happy. Connect with current clients, as well as solve their concerns, if you expect them to be loyal, and respect and trust their relationship with you.
Stayed tuned for the next article in this two part series on reaching out to your customers.