Sunday Apr 17

The importance of working hard at keeping existing customers

It is often said that it is much easier to keep existing customers than to find new ones. But what happens when you do lose one - particularly one that you would like to win back?

The easiest people to sell to are those who are already in the habit of buying from you. Harder are those who have never bought from you. Hardest are those who have made a decision to move away from you.

So, it is really important never to be complacent. Never assume that you don't have to carry on actively selling. Your competitors will be!

If you drop your guard and lose customers they will probably let you down gently - especially if the relationship has been good. They will not want to hurt your feelings, and blame the move away from you on something that is not personal - like price. They will leave you with the impression that there may be another chance for you in the future. However, once they have gone they will be ferociously difficult to win back.

My tip, therefore, is; it may be easier to keep existing customers than win new ones, but that makes it all the more important to try harder.