One essential tool for generating repeat customers is following up. Effective follow-up begins straight away after the sale when you call the customer to say “thank you” and find out if he or she is pleased with your product or service. Beyond this, there are several efficient ways to follow up that ensure your business is always in the customer’s mind.

• Always let your customers know what you are doing for them. This can be in the form of a regular newsletter mailed to all your existing customers, or it can be more informal, such as a phone call. Whatever method you use, the key is to dramatically highlight to customers the excellent service you are providing them. If you never mention all the things you are doing for them, customers may not even get a chance to notice or use them effectively. You aren’t being cocky when you talk to your customers about all the work you have done to please them. Just make a phone call and let them know they don’t have to worry because you handled the paperwork, called the attorney or double-checked on the shipment-one less thing they have to do.
  

• Keep it personal. E-mails make it very easy to communicate, but the personal touch is often lost. If you’re having trouble getting through to someone whose problem requires that personal touch, leave a voice-mail message that you want to talk to the person directly or will stop by his or her office at a designated time. You can try writing old customers personal, handwritten notes frequently. For instance it can go like:”I was just going through some old files in the office and your name popped into my head. Are you still having a great time flying all over the country? Let me know if you need another set of luggage. I can stop by with our latest models any time.” Or if you run into an old customer at an event, follow up with a note: “It was great seeing you at the CDC Christmas party. I’ll call you early in the New Year to schedule a lunch.”

• Always remember special occasions. Send regular customers birthday cards, anniversary cards, holiday cards…and wish them in whatever occasion you can think of. Gifts are excellent follow-up tools, too. You don’t have to spend a fortune to show them that you care; use your creativity to come up with interesting gift ideas that tie into your business, the customer’s business or his or her recent purchase.

• Pass on information. If you read an article, see a new book, or hear about an organization a customer might be interested in, drop a note or make a quick call to let them know. Sometimes these techniques are extremely useful to build their trust on you and your business.

• Consider follow-up calls as business development calls. When you talk to or visit old clients or customers, you’ll often find they have referrals to give you, which can lead to new business.

With all your existing customers can do for you, there’s simply no reason not to stay in regular contact with them. Use your imagination, and you’ll think of plenty of other ideas that can help you develop a lasting relationship.