7 Ways to Get Customers to Buy More From Your Small Business
Did you ever mention a product or service to a long-time customer – and they say ‘I didn’t know you did that’? Of course you have. So how is it that customers who have done business with you forever don’t know you offer certain products or services?
The answer is simple. You never told them – or stopped telling them.
As a business owner, you get new customers because a specific product or services meets a current need. You may even stay in touch through various efforts so they continue to think of you when they have another need for THAT particular product or service.
But many customers have needs for more than one of your services – now or in the future. The key is to make them aware of all the products and services you offer – then keep reminding them to gain the sale when that need also arises.
Here’s 7 ways to keep your range of services in front of your customers – so they spend more and buy more often:
- Develop monthly specials and promotions that include products or services from different categories. For example, an office supply business can promote office furniture and office cleaning supplies with traditional office supplies. A wine store can promote accessories and wine tasting events with traditional wine sales. A graphic designer can promote logo development projects with traditional brochures. Use your promotional calendar to educate your customers.
- Go beyond your website. While most businesses use their website to promote their full range of offerings, no need to stop there. Brochures and printed materials are an ideal place to promote your full range – with pictures and text. But don’t overlook newsletters, monthly emails and presentations too.
- Online business directories offer a great way to build traffic from current and new customers. Beyond just contact information and links to your website, many of these free business profiles allow you to list your products and services and even promote one or two with specials. Google Places, Manta, Foursquare and Hotfrog are just a few. Check them out.
- If you use customer testimonials or client case studies in your marketing efforts, make sure they reflect your full range of services. Connect the solutions or benefits customers receive to specific products or services. It’s a great way to educate them on what you do and how well you do it.
- If you utilize reward or VIP programs that include free products or services after a certain number of purchases, consider using alternate, complimentary products for the giveaway. For example, instead of 11th haircut free after 10 are purchased, consider a free massage or manicure after 10 haircuts. This allows you to introduce a customer to another service you provide and still add value.
- Social media offers a great platform to promote and educate current customers, along with new prospects. Why not launch or promote a different product or service each month – with a special offer exclusively for your followers. One of my clients launched a new dance workshop on Facebook. She filled it in two days – but more important, current students and parents now know this is a service they offer. She now runs one every month and it’s full!
- Networking events are popular with many small business owners and give you a chance to connect with customers and strategic partners. Don’t talk about the same product or services – diversify what you discuss. Use these encounters to share stores that educate others on your full range of services.
Your current customers can’t buy what they don’t know you sell. But with a little education through cross-selling efforts, you can build awareness and open the door to more sales opportunities. It’s a great way to put more revenue in your business without buying new customers!