Building Your Business Through Repeat Clients!

I bought some additional life insurance when we had children.

I happened to have a client back then that was a young and rising star at a very reputable insurance company

and, of course, as expected from any good life insurance salesperson,
he suggested we sit down and talk about insurance products.

I trusted him and I liked the company, so I bought.

That was the last time I ever heard from him or his company and it was over 20 years ago!

See, he quickly rose through the ranks and began working with high net worth individuals and I guess I didn’t make the cut.

The sad truth is, in the last 20+ years, I have needed retirement and investment advice and direction and he absolutely provides those services.

But he never asked.

His team never asked as he moved on to other clients.

He did not have a program to discover any more ways of serving his current clients and he definitely never received a referral from me.

When was the last time you reached out to keep in touch with your customers?

What are you doing to stay top of mind with your past customers and those that did not do business with you this time?

Every painting contractor that tracks leads will report that their biggest lead category is Past Customers and the closing ratio is always north of 75% on those leads.

Do you know what the second-largest lead source is?

Referrals from those past customers.

And these leads also close at a high rate because you have been referred by a trusted friend.

The problem is, in the busyness of running your business, I find that regular, appropriate and intentional communication with past clients is often not happening.

This is an opportunity that should not be missed.

One of the best ways to do this is by using e-newsletters.

Side Note From April:

Don’t tune out because of that word! I know, I know…I really don’t like that word either, but remember, if you are not getting replies back to your newsletters (or Facebook posts, for that matter) with gratefulness and appreciation, then you are doing newsletters wrong. Remember to make it about what the customer wants, not what you have to tell them.

Make it G.I.E.:

    • Gratitute
    • Inspirational
    • Educational

Did you know that I get newsletters from many of you? I love it! Some of you REALLY know how to make newsletters fun and enjoyable to receive!!

Okay, okay, back to Scott… 😀

Newsletters are a great way to communicate with all of your prospects and customers in an efficient manner.

Best Practices

Best practices is to have a process to ensure all of your contacts are inputted automatically (through a Zap by Zapier or other software).

From there, determine what your format will be and create a template that will make it easy to plug in relevant content each month.

You can use multiple media outlets: an actual card using Send Out Cards, a digital newsletter, and even a handwritten note card.

Having templates within each of these will keep the process from overwhelming you every time the newsletter task appears on your calendar.

This is also a great item to delegate to either a staff person or a third party.

A third party marketing person will ensure the newsletter is created and sent on time with little effort on your part.

In fact, almost all of my coaching clients use an outside vendor and the results are excellent.

So, don’t be like my insurance friend.

Stay engaged with your clients and prospects alike so they call you the next time they need your services and stay top of mind when their friends need services you provide.

It is the most cost-effective way to build a thriving business.

-Scott Lollar

About the Author

Scott is a 30+ year veteran of the Painting Industry - having run his own company for 20 of those years. For 10 years, he has been working with others to scale their companies achieving rapid growth and operational efficiency. His knowledge in all aspects of running a business, including running a multi-million dollar company, allows Scott to identify and guide business owners to overcome in areas of current weakness or deficiency. Scott specializes in companies trying to break the $1,000,000 barrier and beyond.