The Most Expensive Mistake You Can Make in Q4

Have you ever seen the small print on a coupon, discount, or promotion that reads “For new customers/clients only?” It’s infuriating to have supported a business only to see new customers getting better rates.

Doesn’t matter if it’s a stylist, cable company, a pet groomer. Loyalty should matter.

So why do so many businesses offer the most competitive rates to people who’ve never purchased before?

Meanwhile, someone who bought from you three times last year hasn’t heard from you in months.

One of the most expensive mistakes you can make in Q4 is spending so much energy finding new customers that you overlook the people who already know and like you.

The cost of overlooking those who already like you is enormous but not in the way you might imagine because you likely don’t know about it. It’s an appointment nobody books, a corporate order that goes elsewhere, or a regular customer who becomes someone else’s regular. They liked you but you either slipped their mind, or they don’t feel valued enough to come back, especially if they see you “valuing” new prospects all over the place.

Fortunately, you can address it without hiring a consultant or buying another marketing program. Start with the customer relationships you’ve already earned.

Find the People You’ve Lost Touch With

Set aside 30 minutes to review your sales records, appointment history, or past invoices. Identify customers who purchased before but haven’t returned within their usual buying cycle.

Look for patterns. Which customers ordered gifts from you last year? Which clients usually schedule a service before year-end? Did a business place a large order once, then disappear?

Find somewhere around twenty names so you can thoughtfully follow up with them. Finding more might be overwhelming and discourage you from reaching out.

If you don’t have detailed records, start with what you do have: last year’s invoices, your appointment calendar, or the customers your team remembers asking about.

You’re looking for a reason to reconnect that makes sense to the customer.

Give Them a Useful Reason to Return

“We miss you” is pleasant and a good start, but a relevant reminder gives someone a reason to act (even if that someone is no longer with the company their replacement can understand what you did/do).

A restaurant could contact the person who booked last year’s team lunch. A printer could remind customers about ordering year-end thank-you cards. A service business could reach out about an approaching maintenance appointment.

For example:

“You ordered client gifts from us last November, so I wanted to check whether you’re planning something similar this year. We have options in the same price range, and I’d be happy to send you three ideas.”

That message saves the customer time. It also shows you paid attention.

Use the communication channel the customer has invited you to use. A personal email or a quick conversation during their next visit may be enough. Keep bulk promotional outreach to people who’ve signed up to receive it.

Resist the Automatic Discount

Before offering 20% off, ask what would make the purchase easier.

Could you provide gift wrapping? Put together a ready-to-order package? Reserve an appointment? Recommend three products based on what someone previously purchased?

A corporate customer organizing gifts for 15 employees may appreciate individual packaging and one invoice more than a modest discount.

Make sure any extra service fits your capacity and pricing. Free delivery loses its appeal quickly if your entire staff spends December driving around town.

Convenience can give customers a compelling reason to choose you while protecting the profit you need from the sale.

But don’t discount the power of the discount, especially for business-to-customer companies. When everything is increasing in price, it’s nice to be able to save a little money.

Check What Happens After Someone Says Yes

A successful reminder can still lead to a lost sale. Does your message link directly to the relevant product or booking page? Are your hours current? Can someone quickly find your ordering deadline? Who responds when a customer replies?

Ask an employee or trusted business contact to follow the steps a returning customer would take. Have them try to place an order or request an appointment.

Watch for the small obstacles you’ve stopped noticing: an outdated form, a missing price, or instructions that require a phone call during hours when your customer is working.

Fixing one obstacle may help every customer who follows.

Put Your Chamber Connections to Work

Your chamber can help you build reasons for customers to return and discover other local businesses along the way.

Ask for an introduction to a complementary business. A florist and a caterer might coordinate referrals for company celebrations. A photographer could connect with a salon serving clients who need professional headshots. Each business gains a useful recommendation to share with its customers.

You can also ask which seasonal promotional opportunities your chamber offers. Depending on the chamber, those might include a shopping guide, member offers, business features, or local purchasing campaigns.

Give chamber staff something specific to work with: what you offer, who it helps, the deadline, and how to buy. “We have employee gift packages for teams of five to 25” gives them more to share than “Please promote our business.”

Make Follow-Up Someone’s Job

Q4 gets crowded. Assign one person to manage your reconnecting efforts, even if that person is you. A simple spreadsheet can track the customer, reason for contacting them, date, response, and next step. Review it weekly. Record resulting sales and the time or discounts involved so you can judge whether the effort paid off.

Before you spend more to introduce yourself to strangers, give those past customers a reason to say, “I’m glad you reached out.”