Humans prefer new things, but often only in the context of familiarity. It’s why we love sequels. We want to know our characters and their settings, but importantly, crave seeing them in new situations. Your current customers are with you because they like what you do and you are familiar. The best way to keep them is to create a sequel - a new offering of what they already love.
To do this, it’s important to look wider and deeper into what your customers need. They are already on your side, believing in your offerings and feeling comfortable.
Reconnecting with Existing Customers
To gain new revenue through existing customers, you need to reach out and listen to what they want to achieve, what problems they face, and what challenges they want to overcome. Remember that the solution for one customer will be different than for others. Your various offerings may work for everyone in some capacity, but how they are implemented will often be different. Only once you truly hear your customers' challenges can you find the correct solution.
Get proactive by thinking about what your company can do to create more value for your customers and how to make their lives easier. Remember that your customers are real people and the more you can listen, connect and problem-solve with them, the more likely you are to bring them further into your business. In all aspects of our lives, we want our relationships to be meaningful, and the best way to do this is through thoughtful exchanges of ideas and proper listening. Brainstorming works best when the foundational relationship is significant.
It’s also important to note that when deep investigation occurs, not only does your customer feel understood and most likely thrilled with the solution, but your organization will possibly have a new offering. Idea generation shows commitment to the customer and simultaneously improves the team’s creativity and enthusiasm.
Your current customers want unique solutions. They want the sequel, something exciting but not too far beyond their experience with your company. You can provide these solutions, but the customer needs to know that you’ve aligned your offerings to their needs and that they aren’t walking into a one size fits all scenario. Give them your ear, your time, your ideas, and show them that it’s a collaborative solution. Empower them to assist in problem-solving.
The Value of Meaningful Relationships
There are always ways to create more value for your customers if you just listen and seek to understand where they are and where they want to go. The bottom line when closing a sale is communicating the value of the additional products to the customer on the strong foundation of your existing relationship.
Listening goes both ways, and trust is built upon this social reciprocity. Communicating with your customers in a meaningful way shows them that you view them as real people whom you genuinely want to assist. Encouraged by honesty, they are then inclined to move forward with your business for their next steps. Enjoy the connection!