by Beth Rovazzini - Director of Revenue for Sandler DTB and Owner of B&W Plumbing Heating Cooling and Drains
Have you ever stopped to consider whether customer service should be treated as an administrative/office function or a vital component of your sales strategy? The answer might surprise you. Most companies generate the bulk of their revenue from existing customers. Yet, how many businesses truly have a consistent and effective system in place to nurture these relationships?
Keeping Your Existing Customers
How do you keep your existing customers engaged and satisfied? Do you have a systematic approach for showing appreciation? A simple gesture, like a thank-you note or exclusive offer, can go a long way in building loyalty. If your customers feel valued, they are more likely to stay with you and continue using your services.
Offering Additional Services
Do you have a strategy for introducing your customers to services they aren’t currently using? Many companies overlook this opportunity, yet it’s a proven way to increase revenue. Educating your customers about the full range of your offerings shows that you understand their needs and are ready to meet them.
Reconnecting with Past Customers
What about previous customers who have drifted away? Do you have a system for reaching out to them? A well-timed call, email, or even a postcard can remind them of the value your company provides and encourage them to return.
The Frustration of Being Overlooked
Think about how you feel when your cable provider or another company offers massive discounts to attract new customers while providing nothing for their loyal, long-time customers. It’s frustrating, isn’t it? Don’t let your own business fall into that trap. Treating your existing customers as a priority can significantly impact your bottom line.
The Power of a 10% Increase
What if you increased revenue from existing customers by just 10%? Would that be significant for your business? Most companies already have all the contact information for their current and past customers. The real question is: what are you doing with it?
The Customer Service Mindset
After running a plumbing and heating company for over 35 years, I can tell you this—when you start looking at customer service as a sales function, a funny thing happens: your sales increase. Customer service is not just about solving problems or answering questions; it’s about building relationships, fostering trust, and creating opportunities to serve your customers better.
If you don’t have a system for retaining customers, showing appreciation, or reactivating past relationships, let’s talk.