Whatever business operation you’re running, if you’ve been going at it for quite a while then certain patterns start to form. For one, you learn all about what some of the best ways of doing certain things are, mostly in ways through which you never quite anticipated, like how one friend of mine who offers budget holiday accommodation noticed that the biggest demand was for overnight guests who just wanted a room to crash in and get refreshed, whereas he had anticipated the biggest demand to be for rooms that were fully equipped with the type of amenities and entertainment that would keep the guest indoors for a considerable amount of time.
A very important lesson learned however, which is perhaps the most important of all the lessons learned as a factor of the time you spend partially running your operations, is that of who your long-term or repeat clients are. Sometimes just three or four clients or a small percentage of repeat customers are what keep your entire business afloat, in which case the natural course of action would be to try and somehow incorporate a tailored service offered especially to them.
Some of the biggest companies in the entire world do it and do it very well too, such as how an insurance company which collects premiums for the entire personnel of another corporation will ensure to go out of its way to honour any claims made should there be any. That’s why if for example you are insured with an auto insurer which landed you as a client via the company you work for, you will probably have no trouble at all getting a filed claim approved. The hoops you would otherwise have to jump through as an individual, “independent” client of the same insurer would probably leave you very frustrated, making for a mere formality in this instance.
If you’re merely a small-to-medium enterprise however and you don’t quite have the budget as yet to create special deals that are tailored to your regular clients to solidify your grip on their patronage, the next best thing is to tailor your marketing to them. Find ways of giving them some extra value in the many other ways through which value can be transferred. That can most definitely be done without affecting your bottom line or compromising your regular operations.
Add these clients to a special mailing list for example, with their permission of course, perhaps with the incentive presented to them being that of their presence on this special list of special clients putting them amongst the first in line to benefit from any special deals which may periodically pop-up.
The use of the best photo book maker for example isn’t just for the presentation of personal memories. You can use one of these to create some kind of a photo book for your regular clients, taking every opportunity to present that photo book as something of a marketing tool which keeps your business fresh in the minds of your client as a valued partner.
Just be sure to make the marketing as personal as possible, such as referring to the regular client by their name (or the name of the business in the case it being a B2B relationship) instead of the generic terms used to address customers and prospects.