Contact Existing Customers To Increase Business Sales

Contact Existing Customers To Increase Business Sales

By Abe Cherian

Copyright ? 2005





One of the best ways to increase your sales and one that

won't cost you a lot or take a huge amount of time is by

selling more to your existing customers. This can be a

lengthy process and expensive to win over a new customer.

between advertising, sales calls, and approvals. With

existing customers the process can be much quicker,

smoother, and less costly.



Existing customers already know you and what you can do.

Your challenge is to learn about additional opportunities

within your company, and go after them.



If the cost of sale for an existing customer is so much

lower than for a new customer, why don't small companies go

after their existing customers more aggressively?



Because they have been conditioned to grow their customer

list, and because they simply may not realize the potential

that exists in obtaining repeat sales from existing

customers.



Bringing in new customers is sometimes more exciting for

sales people than expanding sales to existing customers.

Don't interpret this to say that small companies shouldn't

aggressively go after new customers. The purpose here is to

suggest that substantial growth lies in repeat sales to

existing customers.



Stay in touch with existing customers to learn their

ongoing needs. Inquire into their challenges so as to

discover needs they have that you can fulfill. It may be

that someone in another department has a problem that one

of your company's products or services can solve. It is

only by being in touch with customers that you learn about

such opportunities.



Try to find up selling opportunities. Not only more of the

same, but larger orders and new features. A satisfied

customer is a great candidate for expanded sales. The

customer has respect for your capabilities and ability to

deliver. The customer will listen to your pitch and likely

tell you about possible obstacles.



They will probably tell you about their limited budgets or

opposition from another department. They might slip you

some information about the existence of a competitor. You

are then in a position where you can help solve the

problem. Perhaps by offering a quantity discount or

throwing in some additional service that will convince

others in your company that you should provide more of your

products or services.



Let existing customers know when you come out with a new

product or service. Regardless of whether they buy, they

can provide feedback and may become buyers for the new

product down the road.



Seek out leads from existing customers. They can often

provide referrals to others in their companies or to

individuals associated with other firms they do business

with. It always helps in soliciting a prospect to be

referred by someone the prospect respects. Existing

customers represent a potential gold mine. Not only for the

present, but for helping expand your company's future.