There’s a particular kind of romance that happens when a business wants you as a customer. They appear everywhere, tell you how much you’ll love them and offer you a little something to make the first move. There are helpful emails, enthusiastic introductions and reassuring reminders that they’re here if you need anything.
Then you buy, and apparently the courtship is complete. You’re on the database now. Someone will be in touch when there’s a sale.
I’ve been thinking about this when I see how much time, money and creative energy businesses pour into attracting new customers. Ads, social media, introductory offers, referral incentives; there’s a lot of effort going into getting someone through the door. Meanwhile, the people who’ve already chosen the business can find themselves standing quietly off to the side, wondering whether anyone remembers they’re there.
It’s rarely intentional. Finding new customers feels like progress, and there’s usually something to measure or a campaign to work on. Looking after existing customers can be less visible, which makes it surprisingly easy to leave until later.
But if you’re wondering where your next sale might come from, the people who already know your business deserve a place in the plan.
You’ve already done some of the hard work
A new customer has quite a few things to work out before buying from you. Do they like what you offer? Can they trust you? Is it worth the money? Will the actual experience bear any resemblance to the very convincing website?
Someone who’s bought from you and had a good experience has already answered some of those questions. That gives you a useful starting point for the next conversation.
It doesn’t mean they know everything you do. A customer might love one product without realising you sell something else they need. A client who hired you for a particular project may have no idea you can help with the next stage. We’re all very familiar with our own businesses, so it’s easy to assume everyone else has been paying the same level of attention. Most people have other things on.
Staying in touch helps make those connections. You can show customers what else is available, explain when it might be useful and remind them why they chose you in the first place.
That’s worth considering before you commission another campaign to introduce yourself to people who have never heard of you.
Being known gives price some context
When someone is comparing businesses for the first time, price is often one of the easiest things to assess. They may not yet understand the differences in quality, service or experience, but they can certainly identify which number is smaller.
An existing customer has more to go on. They know whether you delivered what you promised, answered their questions and made the process straightforward. They’ve experienced the value rather than having to take your word for it.
That can make price less central to the decision. Budgets still exist, of course. Nobody’s accountant is accepting “but we have a lovely relationship” as a payment method. But a customer who trusts you has reasons to choose you beyond whether someone else is offering a discount. If your marketing regularly relies on introductory offers, it’s worth asking what happens after that introduction. Are you giving people a reason to return at full price? Are they hearing anything about the quality, care or usefulness of what you do between promotions? Otherwise, you may be teaching them that the most interesting thing about your business is its next sale.
A follow-up can do more than another promotion
You don’t necessarily need a loyalty programme with points, tiers and a password nobody can remember. A useful place to start is what happens after someone buys. Do they get the information they need to use or care for the product? Does anyone check whether the project is working as intended? Is there a sensible next step you could help them with?
The right follow-up depends on the business. A retailer might share care advice that helps someone get more wear from a purchase. A service provider could check in once a client has had time to put the work into practice. Sometimes a recommendation or a clear answer to a lingering question is more useful than another offer.
A regular email can help too, provided there’s something in it for the reader. Give them a useful idea, explain something they’ve been wondering about or show them a product or service that makes sense for their situation. There’s a difference between staying connected and repeatedly checking whether someone would like to give you more money. Customers can usually spot it, even when the subject line says “Just checking in”.
Silence doesn’t always mean satisfaction
Customers don’t always drift away because something dramatic happened. There may be no complaint, disappointing product or awkward conversation. Life gets busy, another business comes along, and a relationship that once felt quite strong gradually becomes less relevant.
That’s why asking how things are going matters. It gives you a chance to learn what customers appreciated, what confused them and whether there’s something you could improve.
Occasionally, you’ll hear something uncomfortable. That’s part of the point. A customer who tells you about a problem gives you an opportunity to respond; one who quietly decides to shop elsewhere may never explain why. It also helps to remember that someone can be happy with a purchase and still need a reason to think of you again. A thoughtful follow-up keeps the relationship going beyond the receipt.
The next new customer might come through an existing one
Looking after customers can also support the acquisition work you’re already doing. When someone recommends your business, they lend you some of their credibility. Their friend starts the conversation with a reason to trust you.
Referral incentives can encourage that introduction, but the experience gives people something convincing to say. “They were helpful, understood what I needed and followed through” is a useful recommendation. There’s substance behind it. We spend a lot of time trying to explain why our businesses are worth choosing. Customers who’ve experienced that for themselves can be very good at explaining it to someone else.
Before you turn up the advertising
New customers matter, and there will always be a place for bringing more people into your business. But when things slow down, it’s worth looking at your existing relationships alongside your plans for reaching new people.
Start with your recent customers or clients. What have they heard from you since buying? What might they need now? Is there something useful you could explain, ask or help them with?
Choose one follow-up you can make part of the way you work. Keep it relevant, give it a clear purpose and pay attention to the response. It might lead to another sale, a useful conversation or a problem you’re glad you found out about.
You put a lot of effort into getting their attention in the first place. It seems a shame for the receipt to be your last meaningful correspondence.
