Actually they are much better. They are far easier to sell to, they require less education, less maintenance, they already know about you and you already know about them.
Market researchers warn that depending on where you are located, up to 25 percent of your customer or client base will disappear within the next 12 months. Some will move locations, some will close down, and most will simply forget about you. However, even worse than forgetting about you, your more aggressive competitors will steal away another 5-15 percent of people who you have done business with in the past. Marketing experts estimate that up to 40 percent of your total “past client and contact list” could be disappearing each year, this could put 40 percent of your revenue ‘at risk’.
If you think this seems ridiculous, stop and think about it for a moment. Look at your old customer and client lists and ask yourself how many of them have ever come back to you again. Most businesses only have a vague system for repeatedly marketing back to old customers and others who have contacted their business. In any business, keeping in-touch with your clients is important. It is especially important in the competitive and over crowded promotional products industry. In order to get repeat orders, referrals, and increase customer loyalty, the customer needs to (a) remember your name (b) remember what you do, and (c) needs to know how to find you.
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