First, they will need to be informed about the importance of annual air conditioning maintenance. In doing so, focus mainly on your existing customers. After all, bringing in a new customer is 5 to 10 times more expensive than retaining an existing customer. Moreover, a good customer relationship and personal communication are often decisive in making a workshop appointment.

If your focus on new customers comes at the expense of existing customers, chances are you’re missing out on sales. Therefore, nurturing existing customers has a positive impact on conversion rates. Loyal customers spend on average 67% more than new customers. Yet many car companies spend more time looking for new customers than loyal customers. That has to change. According to research, your sales can plummet by 50% if you don’t have loyal customers! The message should be clear: welcome new customers, but don’t forget to cherish your existing customers.