Money

Why Emailing And Calling Your Clients Is A Good Thing

Bill Faeth
Posted on November 2, 2017
(Pixabay.com photo by fancycrave1)
(Pixabay.com photo by fancycrave1)

During the last six years, I have had the privilege of working with more than 400 companies in our industry. From small businesses to large operations, they all seem to have one thing in common.

Many aren’t consistently emailing and calling their clients. Most don’t do it at all.

I am not sure why many of you are afraid to communicate with your clients regularly, but I can assure you the companies that do are succeeding.

Acquiring a new customer is six times more expensive than generating new revenue from an existing customer, according to research from Gartner.

You’ve already invested in getting a new customer, so why wouldn’t you focus your efforts on gaining more share of their spend?

Most of the businesses I’ve worked with have the same response: “I am afraid my corporate customers will get upset.” The only reason your corporate customers would get upset is if you sent them emails trying to sell your service to them on a regular basis, and that is not what we are talking about here.

Your clients do want to know about your processes, how they can reach you, when you update your service offerings, which travel alerts relate to them, and more.  

This type of information not only benefits your clients, but it also helps you by showcasing what you have to offer and how you will deliver flawless service.

The content of your email or phone call will determine whether your clients will open your next email or answer your next call. So, make the information about them — not you.

In a survey conducted by Marketing Sherpa last year, 61% of 2,057 respondents said they would like to receive promotional emails “at least weekly.”

Call First
First, call your Top 10 clients today and thank them for being a client. That’s it. Just call them, thank them for being a client, and explain how much you appreciate their business. Then, let them know you are here for them when they need you. No selling!

Believe me, your clients will appreciate that you — as the business owner — took time out of your day to reach out to them just to say thank you.

The call will deepen your relationship with your client and may even lead to immediate bookings if you jog their memory about upcoming bookings they could make.

Calling 10 of your clients may seem like a daunting task, but it can be done in 60-90 minutes. I know this because I’ve seen and heard real results from business owners I’ve worked with.

After our last Boot Camp, the founder of a small four-car company conducted client calls when he returned home. Within an hour, he actually booked over $3,600 in new revenue just by calling to say thank you. The owner of another 14-car retail company did the same thing over the weekend — booking $9,600 in two days.

Then E-Mail
After you have made it a point to call your clients, the next step is to email them. When I say email, however, I am referring to an all text email. No graphic design required.

Remember the topics above? Create two to three emails with no more than one or two topics per email, then upload them to your email service provider (i.e. Mailchimp, Constant Contact, etc). Schedule them to go out seven days apart in an email sequence. When you have time, add one or two additional emails and BOOM. You have created a lead nurturing email funnel.

Once you have a funnel containing four to five emails introducing your clients to the benefits you can provide, you will be able to add every new customer to an email list. Now, you have an automated sales funnel for new and even existing customers.

With a limited marketing budget or tight time constraints, you must allocate your resources to achieve the most success. Complement the calls with your email funnel to create a winning strategy that extracts new revenue from your new and existing customers.

I would recommend reaching out to 10 customers each week to thank them for their business. This is a small, weekly investment that will strengthen your relationship with clients and get them to start booking more often. Not sure where to get started? Hit me up on Facebook or email me at [email protected]

Bill Faeth is the founder of Limo University (www.LimoGrowth.com), Inbound Marketing Agents (www.inboundmarketingagents.com), and 23 additional startups, including Silver Oak Transportation of Nashville, Tenn. As a successful former operator and active advocate for the industry, Bill continues to invest in educating and training operators on how to grow, manage, and sustain a more profitable business. You can reach Bill at [email protected] Bill Faeth LCT columns, articles, and blog posts here

Related Topics: Bill Faeth, client markets, customer service, marketing/promotions, profits

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