Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

A Common Mistake You Should Never Make

Now that you understand who your customers are, it is time to focus on how to treat them. When someone identifies himself as a very good customer, the natural reaction of most companies, large and small, is to stop communicating with him. They erroneously believe they run the risk of irritating a great customer by sending him too many letters or e-mails with more offers. Of course, when you cease communication or reduce it from previous levels, your message being received by the customer is, “You aren't important to us anymore.”

Do not fall into this trap. Remember, your competitors are still trying to get the attention of your best customers any chance they can. Most well-run not-for-profit organizations ...