So you’re a contractor with an amazing business model and have superior results under your belt. Whether your focus is in soil stabilization, leak seal, or slab lifting, it’s a known fact that growing your contracting business is hard work. As a technical consultant, I am aware that many contractors focus so much time on generating new leads that they may overlook another great source of new revenue: re-engaging past customers.

In case you didn’t know, it costs about 5 times more money to attract a new customer than to sell to an existing customer. I’m speaking to your pockets aren’t I? And it's 50% easier to sell to an existing customer than to a new customer. It has also been said that 80% of most business revenue comes from just 20% of its existing customers. (Source: Forbes Magazine's "Five Customer Retention Tips for Entrepreneurs".)

Here's a list of customer types who are likely to provide repeat business...

• Large scale commercial property owners
• Large scale residential owners
• Chain stores
• City education department's/districts
• Municipalities/govt agencies

If you put your mind to it, I'm sure you can think of a few more. You can also reach out to individual residental and small business customers ocassionally.

Customer Retention Tips

Remember, customers do not owe you their loyalty, it has to be earned. You may be the most qualified and diversified contractor in the area, but if you want to get that repeat business you have to implement a retention program. Here are a few suggestions...

Create an email newsletter. Send out tips and advice that your customer base may find helpful. You can also include case studies or success stories from recent jobs. Holiday greetings are always good as well. Throw in a promotion or discounted service offer every now and then, but make sure your communications are always primarily focused on useful content.

Gifts, holiday cards and birthday cards are a nice way to express customer appreciation. Mailing them items like this will help you stand out from the crowd a bit, as more and more people are moving towards a "digital only" approach.

Take a moment on a regular basis to check up on your past customers' social media accounts. Like, favorite and share anything you find relevant or interesting. This is just another way to remind them that you're interested in how they're doing and that you're available, should they need any further assistance.

Anyways, you get the idea. Take some time to brainstorm and I bet you'll come up with some unique approaches of your own. If you're too busy to do this kind of stuff, hire a part-time assistant. The jobs you get as a result of these activities may pay for the assistant, and then some. Give it a shot and find out.