Do your customers remember you? The best way to answer that question is to first determine how well you remember your customers. What do you do to stay in touch with your customers? I used to work with an old-school sales representative who firmly believed “as long as they’re breathing, they’re a prospect.”
I’ve always been fascinated by funeral directors who acknowledge that everyone they come in contact with is a potential customer. Think about it. One of the things in life we can depend on is the fact that our time on earth is limited. Why would our approach as contractors be any different? Wouldn’t you like to have the opportunity to conduct business with everyone you come in contact with?
More importantly, this contact and opportunity is to your mutual benefit. We all know the importance of referrals, which enables us to generate new leads and hopefully new business.
What if we make contact with a customer and nothing comes from it? Do we simply forget about them and move on? Just because they couldn’t provide a referral now doesn’t necessarily mean they won’t in the future. Why wouldn’t you want loyal and satisfied customers constantly looking for new customers for you?
Here is a tip to help you remember your customers and that will help them remember you: I strongly suggest you keep track of the installation anniversaries. You don’t have to zero in on the exact day, but during the month of the job completion, drop an anniversary card in the mail and let the customer know you were thinking about them. Ask if there are any acquaintances you could be of service to?
It doesn’t take long, and the cost is minimal. In fact, the biggest cost is probably the postage. The fact that you’re taking the time to remember them does more to prompt the customer to remember you than anything else you could do. Also, include some type of follow up service after the install. That’s a good thing to do because it helps maintain your presence.
You’ll be amazed at the feedback and comments you’ll receive, not to mention the occasional referral from this rather simple task. I can’t think of anything better than getting a referral from a customer for whom I did work many years before. After all, don’t you want them to remember you? The best way to accomplish this is to remember them!
John L. Lloyd has been involved with HVAC for the past 30 years in a variety of positions and has presented programs and seminars for groups both in and out of this industry. John can be reached at [email protected] and welcomes your comments!