The good news is that during the first month of the launch period, the price will be the same as the product it replaces.  The bad news?  Stocks will be in short supply. If you placed an advertisement in a newspaper, the chances are you”ll be sold out pretty quickly.  That’s fine … till a long-standing customer walks in and wants the product.  Now he has to wait — like any other new prospect — till you receive additional stock at the higher price!  It”s certainly not going to make him feel special.

A better way would be to have the advert prepared well in advance (you still need to announce the new product to the broad market) and then get copies printed.  Mail or email them to your customers, along with a letter explaining that you expect a rush at launch time and that you”d like them to receive the first chance to purchase the new product.  Put a time limit on their reacting to your advance notice … If they place their order prior to the launch date, you guarantee to supply them the product at the launch price — even if other customers take up all your stock and there”s a waiting period.

Apart from letting your customers know you always have their interests in mind, early orders will stand you in good stead with your supplier.  It demonstrates your commitment to the product and could lead to your receiving an additional allocation.

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• Staying in touch

• Following up on a sale. A simple “thank you for your custom” approach is always appreciated. It stimulates positive word-of-mouth testimonials and is a good way to commence an ongoing communication relationship.
• Enquire whether a product or service was to their satisfaction.
• Newsletters about your business, its environment, or containing articles on your specific industry. A B&B could send out a newsletter reporting on past and forthcoming events in their area.
• Keeping them informed of changes or improvements to your products, business, or its services. A direct message lets you give far more detail than a normal advertisement. Plus, you won’t be paying to talk to people who have no interest in you or your business.
• Letting them know in advance of any special offers you have planned.
• Keeping them informed of any address or contact changes.
• Keeping them informed about anything that might affect or interest them, or that enhances the image of your business. Pavements being mended; easier parking, extended trading hours, new facilities.
• Try to be aware of personal events regarding your customers. Weddings, births, promotions – anything that can act as an excuse to make contact. Add the information to your database.
• Use a special event as an excuse to communicate, such as a major sports game. I get a great response whenever I send out special emails (with graphical elements) just before our national side plays test rugby, wishing my clients an enjoyable game. I’m not selling them anything, but it shows I’m thinking of them.

In short, use any excuse to stay in touch … without overdoing it.

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• Let Your Customers Be The First To Know