woman building her profitable business by making customers feel special

Do your customers feel special? No? Then you are leaving money on the table.

Do you consistently interact with your existing customers?

A printing company contacts me quarterly. I did a lot of business with them 15+ years ago when I had clients with many print projects.

The printing company impressed me with its great work and reasonable prices. It is also responsive and easy to work with.

They send me a quarterly email asking if any projects in my pipeline need printing. My business has changed, and I don’t usually have any printing needs.

But because of their outreach, I feel connected to them. You can bet that whenever anyone in my network asks me to recommend a printer, they are at the top of my list.

Over the years, this simple inquiry has probably netted them $20,000+ in business I have referred to them.

Do your customers feel the same way about you?

Are you the first person they think of whenever they (or someone they know) need what you sell?

Do your customers feel valued and appreciated?

Or are you that business that only reaches out to customers when it’s time to renew or when you need a sale?

Your neglected customer might already be talking with one of your competitors.

Be proactive and reach out regularly—weekly, monthly, or quarterly—for a quick check-in.

It’s almost always easier to sell to your existing customers than get a new one.

They already like and trust you and know your product or service works. Tap into that opportunity by looking at what else you can sell to your customers that compliments what they bought previously.

Here are thirteen ways to stay in touch with your existing customers and build loyalty.

Keeping existing customers engaged is crucial for long-term success, as retaining customers is often more cost-effective than acquiring new ones.

Here are several ways to maintain and enhance engagement with your existing customer base:

#1 Reward customers for repeat purchases or referrals.

Loyalty programs can offer points, discounts, or exclusive deals for members, which can win your business raving fans. Don't just offer discounts to new customers; offer special "customer-only" programs.

#2 Make them feel appreciated.

As a token of appreciation for their loyalty, give existing customers access to exclusive sales, products, or early-release items.

#3 Offer personalized product recommendations, content, or discounts based on past behavior.

Identify customers who haven't interacted with your business in a while and reach out with special offers, reminders, or updates to reignite their interest.

#4 Send newsletters, updates, or personalized emails.

Share announcements about new products or services. Let them know company news, customer case studies, and stories.

The content should provide value rather than be promotional.

#5 Ask for feedback through surveys, reviews, or direct communication.

Customers feel valued when they believe their opinions matter.

You win because you gain insight not only into how your customers view your business but may also find gaps in where you can offer new products or services.


woman working on her profitable business by listening to her customers

#6 Organize workshops, webinars, or in-person events.

Host events that provide value, education, or entertainment related to your products or services.

Make the content educational and valuable – not promotional.

#7 Share valuable content, run contests, and interact with customers. 

Share on social platforms where customers spend their time. Create tutorials, blogs, or videos that help customers get the most out of your product or service.

This can enhance their experience and deepen engagement.

Share stories about your brand, customer testimonials, or case studies that resonate emotionally and reinforce the value of your offering.

#8 Create online forums or groups.

Give customers space where they can interact, share experiences, and support each other.

#9 Prioritize excellent customer support.

Give existing customers priority support with fast responses and problem resolution.

Your friendly demeanor can significantly boost customer loyalty.

#10 Celebrate customers' milestones.

Acknowledge when they reach specific milestones with your product or service. Tell their stories to other customers to demonstrate your commitment to long-term satisfaction.

#11 Ask these questions to set you apart from your competition.

Win your customer’s loyalty and continued business by asking the following quesitons.

--How is your current service or product working for that customer?

--Do they need help with anything?

--Is your product or service delighting them or frustrating them?

Checking in makes it easier to fix minor problems and understand how that customer might benefit from other products or services you sell.

Treat them as a partner, and you will be rewarded with loyalty.

Be open and not defensive if they point out problems or concerns.

#12 If you sell B2B (business to business) ask them about their business.

If they are a consumer, ask them about their lives.

Want to set really your business apart? Ask what you can do to help them.

Be genuinely curious and helpful.

--Are they tapping into new markets or offering new products or services?

--Can you make suggestions or give them a business connection?

If you have a product or service that can help, offer it – but don’t be pushy. Most customers are surprised and delighted that you care about their business.


#13 During your conversation, ask yourself: could this customer become a business partner?

There may be some holes that each of you could fill for the other.

Maybe your customer sells home goods, and you sell wholesale window treatments. Could they partner with you to sell an exclusive line of window treatments?

Do you have a curtain and blind installer on staff who could contract with you as a done-for-you extra?

There is more than one way to profit for you and your customers.

If you are willing to uncover hidden business needs and opportunities, you can find many opportunities – either with your company or by referring your customer to a trusted partner.

Set up a referral or commission deal if a partnership isn’t a good fit.

If you start to look like an asset to their business, you are much harder to replace.


How can you stay in touch with your customers?

What would delight and surprise them?


Take action! Download the worksheet: Miss You

Taken from: Profit-ize Your Business Book Two: Sales and Membership Programs

Like this post? It was taken from the Profitize Your Business series

Patricia Browne

Patricia Browne

Patricia Browne is the author of seven books that help businesses grow and profit.

Read about The Profit-ize system and what it can do for your business

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