Keeping in touch with current customers

Customer touch pointsSeveral years ago I invented a gardening system that let homeowners create their own little garden space right over their existing lawn. Literally all they had to do was water the thing. People loved it, and it was starting to morph into more of a teaching tool for young children than anything else.

We had decent sales through the Internet and boutique shops and catalogs and had preliminary interest from some of the big box stores – although we were shying away from them. To make a long, long story a little shorter, I sold the business to pursue other opportunities that my heart was more into, and thus the point of this post.

The new owners (I still had 25% ownership, but no say whatsoever), never followed up with any of the current customers. I hope that seems as ridiculous to you as it does to me. I would have people calling me saying that they wanted to re-order. When I would pass this information along, my response was always the same: “you’re focusing too much on the small customers, we need to think bigger.” It got so bad that I stepped out of the picture all together.

It ended sadly with them closing the business down because sales dried up. I called some of the customers after the fact and they all said the same thing. They had way too many products to worry about and if someone doesn’t come to them to get their order, they’re not going to chase you down to order it.

So my point should be pretty clear. Keep in touch. If you don’t get another order, why not? What did you do wrong – what did your competition do right? Can you call back after you’ve addressed their concerns? You get the point.

Take care of the bottom end of your sales funnel – it is one of the easiest places to increase sales.

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