Illustration Credit: © Welf Aaron - Fotolia.com
Assuming your past clients liked working with you and were happy with the results, they're the first place you need to start to reinforce the potential to grow your business. I've been writing about this for years. Angela Carson talked about it in a podcast she did with me. Tamara Lackey, Rich Harrington and I talked about it in our first episode of "Mind Your Own Business". Spend the time to support your own data base of past clients, before you move into new territory!
- As we come out of winter and essentially start a new season, send a personal letter to your past clients reminding them about the services you offer.
- Pick up any new skills in the last year? Let's assume you're working on diversity and have expanded into children's photography - this is the perfect time to share that information.
- Establish a loyalty program. We're all in point clubs with our credit cards, so why not start a frequent buyer's club of your own?
- New products? Check with your lab and album companies. What new products are out that might be exciting to your past clients.
- New products of your own. Let's say you were at WPPI and decided to invest in one of Epson's large format printers. What a great group of people to inform about your ability for better on site support.
- Active in the community? Let your clients know about things you're doing to give back and even enlist their support. People like buying products from companies they perceive as giving back.
- Referral programs: We're a word of mouth business and there's so much you can do to encourage past clients to help you spread the word, but you don't have to give them additional discounts. Instead, think about a referral awards program utilizing other products, maybe one of the new things your lab is offering.