Think of your customers in terms of a timeline. In the past, there are dormant customers. Perhaps you could wake them up with an offer? In the present, are your current customers. Are you doing enough for them? In the future, there are customers that will buy from you. Are you doing enough to establish your brand with them now, before they enter the market?
You will usually find it easier to sell to someone who has bought something from you in the past. A great deal of marketing time and effort should therefore be put into keeping in touch with customers. Do not be concerned if they appear to be ignoring you. Customers will desert brands that ignore them.
Dealing with sales enquiries, keeping in touch and remembering everything becomes increasingly complicated. The answer is to use a CRM (Customer Relationship Management system) to keep track of everything.
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