Stay in touch with your current and not-so-current customers.
They already know you and your products and services. And, if given enough
attention, they’re
likely to remain loyal.

Write
thank-you notes expressing your appreciation after each sale. Call your
clients to ask whether everything met their expectations. Tell them
about your company’s newest offerings and the benefits they provide
to businesses like theirs. Mail them a quarterly “update” newsletter.
Remember their birthdays and anniversaries with a card. Take them out for
breakfast.

The extra effort will pay off handsomely.

Focus
on the benefits

Potential
customers want to hear all about your product or service: How does it look?
How does it work? Where is it sold? What does it cost?

But
that’s not enough.

To turn them from potential customers to paying customers, you have to tell
them up front what it will do for them. Can buying what your company sells
make them look better? Feel better? Work more efficiently?

Be
sure to stress benefits in all your literature, ads, and press releases.
And don’t forget your web site. It’s often the first place
people meet you.