Keeping Customers With Communication

by Claire Cunningham

You work hard to attract new customers, right? Mailings, phone calls, ads, publicity. You have an annual marketing plan devoted to bringing in new customers.

What about the customers you already have? What are you doing for them? Of course, you're delivering a top quality product or service at a competitive price. But that's not enough.

Business wisdom says current customers are your best source for new sales. After all, these folks have already established a dialogue with you by buying from you. It's up to you to keep the conversation going.

Here are communications programs that work well with customers.

  1. NEWSLETTERS – If you have expertise and information customers want and need, send it out in a newsletter. Remember, successful newsletters are published on a predictable schedule, provide useful information, and are quick-to-read and attractive.
  2. TIP SHEETS – Not sure you have enough content to keep a newsletter going, but customers still need good information? Tip sheets on specific topics may be the answer for you. This lets you package and brand key information so your company becomes known as the expert. Make sure your employees know about these tip sheets and use them.
  3. WEBSITE – Set up a special customer section of your website that's password protected. Fill the section with information customers need – newsletters, tip sheets, a way to post questions and get expert answers, downloadable forms, handbooks, documentation, etc. Not sure what to include? Poll some of your best customers.

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About the Author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful business-to-business marketing and communications programs. Sign up for Claire's monthly newsletter, Communique, at Claire can be reached at 763-479-3499 or e-mail to

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