When it comes to buying promotional products, end-clients have thousands of choices for the distributor they choose to work with. But there are ways to attract buyers and establish strong customer loyalty that will keep them coming back.

Making sure end-buyers are being served at a high level is key. According to inbound marketing platform HubSpot, 93% of consumers are more likely to be repeat customers at companies with excellent customer service, starting with the website experience and continuing to the close of a successful sale.

Here are five best practices for attracting repeat business from loyal promo buyers.

1. Use multiple communication channels. Use a variety of reach-out methods, such as email marketing, social media posts and SMS (texts), to keep customers aware of new products, upcoming promotion opportunities and specials. You can also use tools such as HubSpot and Marketo to support multichannel communication and to raise brand awareness for prospects and established clients.

2. Show that you know their needs. Use your CRM to track buying habits and patterns among clients, and track their past and upcoming promotions. This way, you can think ahead for them and pitch products in preparation for upcoming projects and campaigns – maybe even before it’s on their radar. If they know they can rely on you to take care of their branding, the more likely they are to keep doing business with you.

3. Establish a loyalty program. Offer discounts and specials to encourage repeat orders. Also consider offering savings customized to their individual promotional needs and the projects they have coming up. Track those who take advantage of the discounts and specials to help you identify the most valuable clients and those who are at risk of possibly going elsewhere.

93%
the percentage of customers who are more likely to continue buying from companies with excellent customer service.

(HubSpot)

4. Continually improve customer service. Have a clear and easily navigable website, and make sure end-buyers can reach a CSR or sales rep to ask discovery questions and place orders. It takes just one negative experience for a prospect or client to find another service provider. If a mistake does happen, own up to it, make it right and alter the process to mitigate the chances of it happening again.

5. Ask for feedback. After a successful order, ask clients what they liked about the process and what could be improved. Even if a prospect decides not to purchase from you, note the reasons why – and then make reasonable changes. If the customer says they’d like more (or perhaps fewer) updates during the sales process, figure out a way to tailor the process to clients’ expectations.