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It’s ironic. Companies invest significant amounts of time and money into engaging and winning new customers and, all the while, ignore a readily available goldmine under their feet. This treasure trove can make their lives easier, add to their bottom line and is potentially even more lucrative than first-time buyers.

So, what is this veritable reserve of riches? Your previous buyers.

Many businesses are so preoccupied with the hunt for new customers, they fail to provide the right sort of TLC to customers who have already purchased. The thing is, you’ve already done the heavy lifting to make the first sale and, if you delivered as promised, then you’ve already inspired trust. According to Forbes, by providing great post-sale service and continuously reminding them of the reason they chose you to begin with, you greatly increase your chance of making repeat sales.

So how exactly do you pave the way to future sales from your existing customers?

1. Provide first-rate products and quality post-sale service.

This is about as simple as it gets. If a customer has a positive experience with your company and product, they’ll be inclined to do business with you again in the future. If their experience is unpleasant, you’ll face an uphill battle in persuading them to buy again.

You already know you have a great product, your customer service during the sale was on point and you’re confident your customer will be more than pleased with his purchase. However, what is your post-sale process? Do you follow up regularly? Is your email marketing targeted to call out your customer and makes him feel special?

2. Remind your customers you still exist.

Even if your customers love your product, and your team provided stellar service throughout the sale, past buyers probably aren’t thinking about you much anymore. Just as the old cliche states: “out of sight, out of mind.” That’s why it’s important for you to stay in touch throughout all points of the product life cycle. If your previous customers don’t hear from you until it’s time for them to buy again, you’re about as good as a stranger. Encourage loyalty by maintaining an ongoing conversation.

3. Make it easy by scheduling regular messages.

Let’s be honest. Even with the best of intentions, you may forget to keep the post-sale conversation flowing. Instead of trying to remember to follow up with each and every customer independently, set up workflow tasks through your CRM to remind you to engage your customers on a regular basis. These messages don’t need to be lengthy—simply ask how they like the product or whether or not they have any follow up questions and offer helpful content.

4. Offer tips and best practices.

One of the best ways to keep your customers engaged is to provide them with helpful tools to make the most of their purchase. Most of your customers are doing research for this sort of information online anyway, so make it easy. Share helpful tips, tutorials and blog posts. This positions you as an easy-access expert on all things product related, which in turn makes them more likely to turn back to you for future purchases.

5. Don’t assume it’s too late.

Of course it’s always best to begin engaging your customers immediately after the sale. But,  if you’ve lost touch with a group of previous buyers, don’t be afraid to reach back out. Use your CRM to segment this group and develop specific messaging targeted just toward them. Consider offering special discounts or financial incentives to recapture their interest.

Whether you’re re-engaging old customers, or starting the post-sales process fresh, it’s important to keep fine-tuning your messaging. Engagement is a two-way street, but it’s up to you to keep the conversation flowing.

Your CRM is one of the most important tools you can use for keeping your customers engaged and for re-engage former prospects. However, not all CRMs are the same. Learn how Big Contacts can help you keep customers in the loop.

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