Processes to help you retain clients and increase your repeat sales.

1. A process to improve/maintain high repeat sales
results with existing customers

2. 
Studies have shown that multiple annual contacts (“touches”) to a client
can improve the repeat sales (retention) from that client significantly.
Those studies have also shown that those clients are less likely to pursue
information from a competitor if they believe you are providing a high level of
service and customer contact to them. Therefore, your retention results/repeat
sales are operating at a high revenue level.
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If you are in a heavily regulated business that is subject to civil lawsuits from
clients who believe the service they received was not satisfactory, a contact
program offers you documentation that you are operating at a high level of
customer service and are reaching out to your clients. It also provides
documentation that a contact was made and can document additional
tasks that were undertaken on behalf of the client.
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By reviewing a client’s file, even if you don’t actually meet with them, you may
be able to uncover and correct something that could have turned into a
future problem.

3. 
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For insurance clients, select policies that are renewing in 60 or
90 days;
Further organize your contact list to remove anyone
◦ You already know is not renewing;
◦ You don’t want to renew;
◦ Anyone that you plan to contact personally, possibly face-to-face
For non-insurance clients, select people whose product they
purchased from you may need to be replaced or upgraded
◦ Ex: If you sold them a car, do they trade every 2 – 3 years?
◦ If you sold them a smart phone, do they have the latest one?

4. 
Review the client’s current file
◦ Are there additional coverages (insurance) or features/benefits (non-insurance)
that you feel the client should have?
◦ Are there other changes that you would recommend?
 Ex. Insurance – is the auto policy in the name of both the husband and the
wife?
 Is the Life Insurance Beneficiary Form up to date?
 Are the coverage limits high enough to protect their assets?
 Are they meeting the minimum underlying coverage requirements of their Umbrella
Policy?
 Ex. Non-insurance – does their smart phone have the latest apps to aid their
travel (Scout, Tripcase, Trip Advisor, Open Table, airline mobile app)
 Any personal service, lawn service, home alarm company, hair salon, or other
retail or service business should be able to come up with a list of clients that
currently use their service but not all of their services; a contact to them on an
annual or more frequent basis could result in additional sales but it may also
help keep the client as a long-term, repeat customer

5. Prepare to speak with or meet the client.
You are going to initiate a contact using the mail to encourage
your client to contact you.
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Make notes on each contact of what you are going to
discuss with them when they contact you.
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Make certain to write down “Thank You” several times
beside each name to remind yourself to say those words
at least twice during the conversation.

6. 
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Input the contacts into a contact management program (“Send Out
Cards,” “Hallmark Business Greetings,” others)
Select a greeting card
Set the contact date
◦ If the contact system you choose does not give you the option of setting a specific
date for each contact, send them all on the same day , at least a month earlier
than you had planned to contact them (90 days v. 60 days)
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Send one card to yourself or to the office so you will know when the
cards were delivered
During and after your contact, update your contact list with remarks,
comments, tasks to complete, etc.
After the tasks on the list have been completed, scan and file the
contact list to document the process

7. 
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Develop a list of VIP contacts – people who are the lifeblood of
your business. They have multiple purchases with you, they refer
others to you, they are “Cheerleaders” for you and your company.
Narrow the list down to a manageable number, 10 – 12 at the most,
that you could invite to a meeting or even a lunch or dinner meeting.
Personally contact each one of these people, in person or by phone,
and ask them to be a member of your Advisory Council (pick your
own name) to help you grow your business. You would like them to
meet with others in the group 2 – 3 times during the year and give
input on how your business is responding to the clients, and give
their opinion on your future plans for processes to
help retain clients and help growth.