How to Win Repeat Business in the Promo Industry

Repeat: Something done over and over again i.e. rinse and repeat. In sales, a repeat customer is the best kind and the ones you need to build long-term relationships with.

When I was in sales full-time, I was blessed to have over a dozen customers who bought their promotional products from me for a decade or more. Repeat customers don’t become repeat customers by accident. It happens intentionally and usually because of the positive experience they have when they purchase from someone they like and trust.

Some insightful repeat customer stats:

• 94% of U.S. consumers are highly likely to purchase again from a company that provided an excellent experience. (eMarketer)
• Repeat customers spend 31% more than new customers. (Invesp)
• Customers receiving value during a sales interaction are 82% more likely to buy again from the same company when presented with the chance to switch to a competitor. (Gartner)
• Acquiring new customers costs 5 to 10 times more than selling to a current customer. (Business.com) 
• 73% of consumers will leave for a competitor after multiple poor interactions, and more than half will leave after just one. (Zendesk)

Repeat customers don’t just happen. They come about through a strategic combination of relationship building, value-added services, consistency, and smart marketing. 

Below are seven proven strategies to help you get started or continue to build your base of repeat customers.

1. Understand Their Business and Goals: Bad salespeople like to talk while great salespeople ask questions and listen. The first step in getting to know your customer is to ask questions and learn about their business. What sets them apart from their competitors, who are their customers, how do they go to market, what are their expectations, what are their goals, and what can you do to help reach them? The more you know about your customers, the better you can serve them and…

2. Provide Excellent Customer Service: Think about why you buy from certain companies again and again. This should give you a perspective on what you should be providing for your customers. Communicate with them regularly with ideas, articles, and new products t0 help them stand out. Follow up when they place an order with you and once the products have been delivered or the services performed to ensure they are satisfied. Respond quickly and be ready with solutions…two factors that customers say keep them coming back.

3. Be Proactive, Not Reactive: Don’t wait until there’s a problem to reach out. Stay connected with your customers without being a pest (see my post Five Ways Hustlers Follow Up) and remind them when they’re successful using your products and services, you too are successful by default. Ask for feedback, understand their needs, respond promptly to inquiries, and engage with them on social media. Every customer is different so tailor their experience with their expectations. 

4. Deliver Consistently High Quality: Not only should your communication be excellent, but also the products and services you supply. Only work with reliable suppliers you trust to deliver products of the highest quality in a timely manner. Your customers don’t know your suppliers and if they receive inferior products, it will be you they blame. 77% of customers in a Hubspot survey said a business with excellent products or services that meets their needs is the number one factor in their loyalty.

5. Educate and Inspire: It’s not enough to just follow up and “check in” with customers. It’s imperative to always be adding value in your communications to keep your clients engaged. Create a newsletter that shares case histories, testimonials, and success stories. Offer lists highlighting strategies using promotional products, the top trade show giveaways, or what products are the favorites in different industries. Send random samples of new and trending products with a personal note on why you think it will be a good fit for them. If you see an article that’s relevant, send along a copy. Go above and beyond to show your customers you’re not just another salesperson trying to get in their pockets, and they’ll respond in kind.

6. Create Kits and Long-Term Programs: My wife’s company has a new-hire kit they send out to all new employees with branded products, wearables, and information to jump start their employment.  They are a huge hit and make a great impression when a new employee sees it on their desk when they walk in on their first day.  Proposing ideas your customers can use to enhance their business shows your creativity and helps you build long-term business with them. Help them develop kits for sales meetings, conferences, thank you campaigns, and employee appreciation. Well-executed programs like these can foster deeper relationships with your customers, leading to increased sales and brand loyalty.

7. Use Loyalty and Referral Incentives: We all like to think we’re special. One way to create this feeling with your customers is to offer discounts and incentives for their loyalty. These might be a percentage off new orders, free set-ups, free freight, donations to their favorite charities, or invites to exclusive events. Whatever they are, they need to be meaningful and come with no strings attached. A well-executed incentive program will help you foster deep relationships while building loyalty and increased sales.  

Repeat customers not only help build your base of long-term business but they are also usually more than willing to refer their friends and co-workers to you. And that’s one of the best compliments a salesperson can get.

In today's digital world, the ways in which you can engage with prospects and customers are continually evolving. It’s crucial for businesses to stay ahead of emerging trends and continually strive to deliver a superior customer experience. 

Creating repeat customers is good for business however, given the hundred of competitors vying for their business, you must never take them for granted. Always be mindful of how you treat people because just like you, your customers will return based on the experience they have and how you make them feel.