Valentine’s Day is about showing the people who matter that you care. Sometimes that’s flowers or chocolates, sometimes it’s just remembering the day in the first place! Either way, the idea is simple. Look after the people who’ve been there for you all along, and they’re far more likely to stay loyal. The same applies in your trade business, especially when it comes to customers who already know and trust you. So, in this article, we’ll share a few practical tips on how to get repeat customers.
Why Your Best Customers Are the Ones You Already Have
Finding new customers can feel a bit like online dating. Lots of effort, plenty of time wasted, and no guarantee it’ll turn into anything lasting.
You’re paying for ads, answering enquiries, quoting jobs that never go ahead, and squeezing in site visits that go nowhere. All before you’ve even picked up the toolbox. That’s not to say you should give up on marketing altogether. But it’s widely accepted that winning a new customer costs about 5 times as much as keeping an existing one. So, you need to show those regulars some love! Because they’re the ones that already trust you and love your work. They also tend to recommend you to people (that’s free advertising), which makes your life easier all around.
Top tip: Take 10 minutes this week to list your last 10 customers. Mark the ones who paid on time, were easy to deal with, and you’d happily work for again. Those are the customers worth keeping close and prioritising when the diary starts to fill up.
Staying on the Radar Without Stalking!
Most repeat work comes from timing and memory. Customers don’t always need you right away, but when they do, they’ll usually go with the last decent tradesperson they dealt with.
That’s why a short follow-up after a job, a seasonal reminder, or a quick check-in for servicing or maintenance can really help. It keeps you on their radar without sounding pushy.
Another way to stay on the radar is to send clients a letter or postcard on the anniversary of when you completed their job, and thank them again for choosing you.
This is where decent records make a real difference. If you know who you worked for, what you did, and when, following up becomes quick and painless rather than another admin job you keep putting off.
Trade software like Tradify or ServiceM8 lets you see who you worked for, what you did, and when, without digging through old emails or bits of paper buried in the office filing cabinet. These two platforms also link directly with Xero, so your jobs, invoices, and customer details all sit in one place.
Top tip: Work out one follow-up you can commit to. It might be a yearly reminder, a servicing check-in, or a simple thank-you message. Put it in your diary, then let it repeat. Job done!
The Customers Who Make Life Easier are the Keepers!
Not all customers are created equal. Good customers are the ones who pay on time, listen to your advice, and don’t ring you at 9:00 p.m. to ask you to resend the invoice because they lost it.
When the diary is full, it makes sense to prioritise these customers. Saying yes to the right work and the right people saves time, stress, and a lot of unnecessary back-and-forth. Looking after good customers also means you spend less time chasing bad ones.
The Joy of Going Steady…
Investing time in customers who already love what you do saves time and effort. And, if your bookkeeping is top-notch, it’s much easier to keep track of who those are. Reports at your fingertips can show who brings in steady income and who pays late. That’s information you can use to make better business decisions.
If you want help keeping your books tidy and your business running smoothly, without jargon or fuss, we’re here to help. Less paperwork for you, more time on the jobs (and customers) that actually pay.