2. Touch base

One great way to boost loyalty with existing customers is to have your marketing department send out newsletters from each of the salespeople in your team, going to each of the accounts they look after.

Doing every month, with a small, personal paragraph written by the relevant salesperson at the start and monthly offers throughout the email is a great way to keep in touch with your customer base.

Even if (as it would need to be) the email is sent out in bulk through an email marketing system, sending a personal paragraph about some of “my best deals this month” directly to the customer, which addresses them by their first name, will make them feel valued at the very least.

This sort of monthly tactic acts, if nothing else, acts as a touch point so that your customers remember who they buy their office products from each month.

3. Be a person, not just a tweet

It’s great that your company has a Twitter account; it’s a vital tool for keeping people in the know about who your company is.

Many companies, however, think that Twitter and other social outlets are replacements for real conversation, but they’re not, they’re complementary.

When used correctly, the combination of social updates and real conversation can be used to great effect. But you can’t assume that your customers have seen your newest product or latest deal online; they’re probably too busy to have.

Your best bet is to call as well, just in case. It’s ironic that in a world in which communication is easier than ever, we often fail to do the simple things right. Make sure that you offer a real, personal service both before and after the sale in order to keep the customer on board.

If they want to stay up-to-date with your company by checking your social outlets, that’s great, but never assume that they have; calling is still as important as it’s ever been.

4. Fill your net

It’s true that there’s always a bigger fish, but there’s no need to go all Moby Dick on your customer base and focus solely on the whales of the industry.

Filling your fishing net with a school of SMEs is much better than harpooning a few large accounts. The time it takes to acquire an appointment with the procurement officer may not be worth it in the long run.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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