I Didn't Know You Did That
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I Didn't Know You Did That

I Didn't Know You Did That

By John Jantsch

So, honestly now, have you ever heard the words in the title to this post from a long-time customer? We all have, I’m afraid, and shame on us.

When a customer becomes a customer, it’s usually to purchase a specific product or solve a specific problem. When we solve that problem or ship that product the job is done, right? To build true marketing momentum the job has just begun.

I often talk about part of the lead conversion or selling process containing what I call a “new customer kit.” This is simply a set of orientation materials that provides your new customer with all the information they need to successfully work with your organization.

One of the elements of this kit should be an introduction to all the products and services your company has to offer. That’s a good start of course, but you must do much more than that to drive this information home. When a customer is new to your organization they may only have one simple need so your must commit to a long-term process of education as well.

My advice is to create a monthly process of introduction to some aspect of your business and offer this information in several forms. For example, a monthly mailing to your entire customer base, a lunch and learn with your referral sources, a telesession open to the public, an autoresponder series for newsletter subscribers, and post on the company blog.

Keeping all of your products and services featured and top of mind is one of the best ways to do more business with your existing customers and partners. Build this education system and put it on auto-pilot and you may start hearing, I’m glad you offer that!

I don’t say this enough, but the images I use on this blog and in my workshop presentations are from my favorite stock photo site iStockphoto. It rocks, just go check it out.

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