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Staying in touch with your customers can have a huge effect on sales
Increasing the ‘frequency of interaction’ increases sales. Put simply, the number of times you make contact with your customers directly affects the amount of repeat sales you make. So the more often you communicate with your customers, the more sales you’ll generate for your business. It’s a means of keeping them ‘warm’ to you – or ‘on the boil’.
Communications schedules offer a great opportunity to nurture your customers and also serve as a great tool for promoting new products or services.
There are 2 types of communications schedules commonly used.
The ‘Calendar Schedule’ maps out the communications you are going to have with your customers at those special events, such as Christmas, New Year’s, Easter, Mother’s Day, Father’s Dayﾅ.things you know that happen year in and year out. Your Promotions Schedule should be considered here as well. Promotions also revolve around yearly events and should be a component of the Calendar Schedule.
The ‘Rolling Schedule’ is based on the customer’s activities, as opposed to the calendar. For example, you might send them a note some time after their first purchase thanking them for purchasing from you and follow it up later with a phone call to confirm they’re happy with everything. Further on they could receive a reminder letter, for example offering them a service on their lawnmower, car, etc.
What is best for your business? Usually a combination of both types of schedules. A good way is to ensure that your new customer starts with a Rolling Schedule that relates to them personally then later on shifts to the Calendar Schedule that is still useful to them but does not relate to them personally.
Communications Schedules continue the first impression you made at the time of the purchase. It removes a condition called ‘perceived indifference’ in which the customer feels they are just another number and leave to deal with a competitor.
You have spent a considerable amount of time, money and effort to get that customer through your door in the first place. Communications schedules ensure that you keep the investment you made in winning that customer – and increases sales and profits.
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