While it’s rare to find a marketing plan for most businesses, it’s even MORE rare to find a customer nurturing schedule. And given that most people walk around grossly underappreciated, developing a plan to thank and show appreciations for your customers is actually an easy way to stand out. Of course, this shouldn’t replace good old fashioned customer service.
If you don’t deliver extreme value to your customers and treat them as you would like to be treated, then no amount of “nurturing” in the form of gifts, newsletters or other client appreciation will make up for it, right?
So… provided you’re already delivering “extreme value,” here’s a model for you to layer on a customer appreciation plan:
STEP 1: Divide your clients into 2 or 3 levels. Naturally you should invest more into the clients that are most profitable for you (don’t forget to include referrals and connections assisting you with ideas, etc. in this evaluation).
STEP 2: Create a budget for this. I recommend 2-6% of what they are spending with you. If you’re worried about the extra cost, just build it into your price. Besides, this cost will come back in multiples.
STEP 3: Create a schedule of every other month to deliver something new. Ideally this something would be unique to you and your client and not just a random gift. FREQUENCY: You might plan on sending all your “A” clients a gift 6 times a year, “B” clients a gift 4 times a year and “C” clients once a year.