Alexandra Levits Water Cooler Wisdom Interview with Christine Hassler and Lindsey Pollack on Repeat Business

Alexandra Levit's Water Cooler Wisdom Interview with Christine Hassler and Lindsey Pollack on Repeat Business It takes far less effort, time, and money to keep an existing client than secure a new one. Yet getting customers to buy over and over again still presents a challenge for many professionals. To address this, I spoke with two colleagues who have excellent track records when it comes togrowing their businessesthrough existing customers. Alex: You both have built an impressive following of loyal customers over the last several years. What’s your secret? Christine: I’ve made providing quality content and inspiring information my priority rather than making money or building a platform. Being relatable to and vulnerable with my audience has created deeper connections to my customers. They feel like they know me, so they want to be loyal. Also, by starting with a specific niche I was able to establish a solid base of customers on whom I could depend once I decided to expand. Alex: Talking B2B, once you’ve gotten a customer to buy a product or service, how do you get them to buy from you again? Lindsey: First and most important is letting clients know I appreciate their business. I like to send thank you notes and (appropriate) gifts. I make phone calls the day after an event or project has ended to show my gratitude. I invite clients to any live or virtual events I can, including webinars, events, or seminars that I think they might find valuable. I also communicate regularly with existing clients through a monthly e-newsletter and interaction on LinkedIn and Twitter. When it comes to social media, I find that engaging with the content my clients are posting is more important than posting my own content. Finally, I’m always happy to chat with a client about a problem their organization is having or recommend another consultant if they have an issue unrelated to my work. It’s about being of service and genuinely helping them as much as possible. For more from Lindsey and Christine, head over to the full interview at Intuits Fast Track blog.