Sometimes there is a tendency for business people to purely concentrate on getting new customers, often neglecting their existing old customers.
Exhibiting is a fantastic way to renew contacts with old or previous customers. It gives you a genuine reason to offer them something of value. There’s nothing worse than perpetual emails from someone you’ve done business with, that have little or no value and are just a blatant sales pitch.
Today it’s all about relationship marketing; building long-term working relationships which create a win for both parties.
It’s what I like to call radar marketing – you are just letting people know in a soft and user-friendly way that you are around.
It’s quite common for many businesses to have a product or service that your customers don’t need at the time you made first contact, but they might need you in the future. By using a radar marketing approach it keeps you and your services ‘fresh’ in their mind.
I’m sure we all have a client who has said to us “I don’t need it at present but when I do I’ll get back to you”.
A few months pass and you hear nothing and then you discover they bought the product or service from your competitor. They have certainly bought the idea from you but the product or service from someone else.
Offering your previous prospective clients the chance to meet up at an exhibition can certainly reduce the chance of this happening. It’s known as an OBE – ‘other buggers’ efforts’.
PS It’s a proven fact that selling to your existing customers is cheaper and more effective.
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