There are many ways of talking to your customers without having to advertise

1. Much of your turnover comes from repeat customers – advertising to them can be a waste of time and money!

But talking to them is sensible, personal and effective. You know who these people are. You don’t advertise to people you know, you talk to them.

2. There are many ways to talk to your repeat customers – we call each of them marketing – they will get you better returns than an ad.

You can:

Phone them.
Send them a letter.
Invite them to a customer evening on subjects that will interest them.
Send them advice and tips.
Email them.

3. Sending a letter is a great idea. For the best results phone before you send it and make some special offer (not discount).

When you call get their permission to send the letter, check their address details, ask if they’d mind giving you their email address – and tell them (in about one minute) what the letter is going to be about. And use an offer (not a discount) so you can phone them back after you’ve sent the letter to check if they’d like to take you up on it. For instance Tyre Companies could offer a free summer safety check on tyres and wheel alignment. Sign writers could offer to check their signs for signs of colour fade and weather deterioration.

4. Emails are even cheaper to send. Just make sure you get permission and that your email is about something that interests and helps them.

Let’s say you’re an accountant. Email them tips on how to read their balance sheet. They’ll begin to see you as being more approachable and helpful. Next thing they’ll be calling you for more advice and flicking your email to their friends who don’t know how to read a balance sheet.
Or maybe you sell tools. Email them tips on how to care for the tools they’ve already got so they don’t need to buy new ones from you. That’s not as silly as it sounds because it’s going to make them trust you. And customers always buy the most from the people they trust.

5. "Why not just enjoy the fact that sales are going up during the recession?"

If you’re lucky enough to be growing during the recession then please remember the old saying – “Make hay while the sun shines!” The best time to grow your business is when there’s plenty of business to be had! If you don’t make more than enough hay while the sun is shining, then you’re going to run well short when the sun goes away.

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