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Step 6: Communicate With Them Regularly

Step 6 of our blog series is essentially examining how you encourage your customers to buy more and buy more often now that you are in front of them. One of the most effective ways to encourage your customers to buy more is to focus on the advantages of cross-selling.

In many sectors it is possible for multiple departments to communicate to the same client, especially as you may have products and services that complement each other or follow on from each other.

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It is therefore essential to think macro rather than micro with your customer engagement. Look at how all departments can communicate with customers and how all services and products can be presented effectively at the same time. Alternatively, look at allocating certain communication platforms to particular products and services in order to add variety to your messages.

Essentially you want them to:

  • Come back more often
  • Buy more each time
  • Refer you to others

As we have now established that it is essential to not only put yourself in front of customers but also to ensure that you are communicating with them regularly, with the intention to encourage them to buy more. The question then becomes, HOW.

There are a number of ways in which you can communicate regularly with your customers:

  • E-newsletters
  • Direct mail
  • Newsletters
  • Loyalty Schemes
  • Social Media (FacebookTwitterLinkedInGoogle+)
  • Blogs
  • Internal Displays
  • POS (Point of Sale)
  • Customer Service/Account Management
  • Seasonal campaigns/promotions
  • ‘Saw this and thought of you’
  • Positioning your company as ‘The Experts’

As a company, you need to identify which platforms/approaches are the most appropriate for you. Which will best communicate you products and services? Which will best suit your target audience? Which would be the most feasible in terms of time and resources? Which approaches would create the best combination of platforms to ensure a multi-channel approach that will keep you in the forefront of your customers’ minds?

The one main question that you must ask yourself is:

Are your communications RELEVANT, UNIQUE and ENGAGING?

Look out for our final blog of the series, STEP 7: Build relationships where your customers become your sales people.

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