How Do You Develop A Relationship With Clients On Email?


When I ask business leaders, CEOs and Managing Directors where does most of their business come from the reply, 99% of the time, is the same.

From our existing customer base.

Yet very few businesses have a strategy on how to continutally engage, upsell, cross sell or sell more to our existing customers. Instead 80% of budgets and usually more, will be spent on attracting new customers.

So let’s turn that on it’s head.

How do we leverage our customer base so it is generating revenue at an optimal level.

The psychology behind increasing sales from within our existing customer base is that they have already bought from you, or at the very least are on your mailing list. You have a dialogue, and from that you can start to build trust.

You will, of course be segmenting your lists of customers to establish at what stage of the customer cycle they are at and how you want to move them along.

No? Well let’s leave that for another day. In the meantime let’s focus on developing a relationship with a client.

Newsletters are dead

Just because it is news to you doesnt mean that anyone else cares. In the 3 second world we live in today, unless your communication instantly speaks to your client they will ignore – or worse – unsubscribe.

The Trust Bank Balance

Trust in you is very low. First you need to start increasing that trust through thought through, deliberate trust building communication. As you repeat this their level of trust in you will slowly increase. Then when you are at a stage where they trust in your AND see the results then ask them for the money.

If you do it before this you are likely to wind up the same as every other company out there – shouting at the customer to try and get them to part with their hard earned money.

There are several ways to do this which I will share with you in a later blog.


5 thoughts on “How Do You Develop A Relationship With Clients On Email?

    1. Had a really interesting conversation with a couple of friends of mine who are marketers for very large blue chip companies. They both said that while they have never been able to attribute an actual sale to twitter, the reach of their brand had been profound. I think as long as people remember that twitter isnt a direct selling tool they can leverage it a much more effective way.

  1. I really enjoyed this post. Thanks for sharing. Not sure why so many people miss the boat on this one. Seems like a pretty sound strategy to grow from your existing base of customers to me. From what I recall, it is quite expensive in comparison to bring on new customers. Thanks again…

    1. Thanks for your comment Tim, I always think that some of the simplist ideas about marketing are often overlooked because of their simplicity and yet they can yield some of the largest results. By the way, loved your blog post “where did it all go wrong?” Keep up the great work.

      1. Thanks for the kind words about my blog! I really appreciate it. Simplicity is often overlooked isn’t it? Have a great Sunday!

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