Why Most Western Kentucky Businesses Ignore Their Most Profitable Customers

What if the most profitable customers your business will ever have are the ones you already served?

Most Western Kentucky businesses pour time and money into chasing new leads, believing that growth only comes from the next customer. But the real problem starts when the people who already trusted you are forgotten, and quietly handed over to your competitors.

Problem

Most business owners in Western Kentucky spend the majority of their time and budget trying to attract new customers. New leads feel exciting. They feel like growth. But here is the reality I see every week.

Most businesses have no plan to sell again to the customers who already bought from them.

And when I ask why, I hear the same tension over and over again.

“Scott, the product we sell lasts 10 or 20 years. Why would we remarket to past customers?”

Roofers say it.
Fence companies say it.
Mattress stores say it.
Home contractors say it.
Auto dealers say it.
Furniture stores say it.

The assumption is:
If the product has a long lifespan, the customer will not buy again.

But that thinking overlooks a few key facts.

Past customers:

• move

• upgrade

• renovate

• start new families

• buy second homes

• start new businesses

• face unexpected damage and repairs

• refer friends and family

• need accessories or complementary products

Even more importantly, most businesses forget this truth.

The customer you served once will not remember you later unless you stay top of mind.

People are busy. They forget the company name. They forget who they worked with. They forget your website. They forget your phone number. Even if they loved you, they lose track of you.

So while business owners believe a customer will come back, the customer often doesn’t even remember who to call.

And that creates a second problem.

If you are not staying in front of past customers, your competitors will.

This leads to:

• lost repeat business

• lost referrals

• lost upgrades

• lost repair opportunities

• lost trust that could have continued for decades

Most businesses spend thousands chasing new customers while ignoring the most profitable group they will ever have: people who already chose them once.

Solution

The solution is to create a consistent, respectful, value driven plan to stay connected with the customers you already have. Even if your product lasts 20 years.

Here is what that looks like.

1. Build and Maintain a Clean Customer List

This is the most valuable marketing asset your business will ever own.

Your list should include:

• name

• phone

• email

• what they purchased

• when they purchased

• any future needs

If you do not have this yet, start today.

2. Understand Why Long Lifespan Products Still Require Follow Up

A product that lasts 20 years does not eliminate the need for remarketing. It increases the need for staying top of mind. Here is why.

Customers:

• relocate every 5 to 7 years

• buy second properties

• refer friends

• have children who grow up and need the same service

• upgrade before the product fails

• experience unexpected damage

• need accessories or add ons

Even roofers, whose work may last 25 years, generate repeat revenue from:

• repairs

• storm response

• venting

• gutters

• additions

• insurance claims

• new home purchases

Staying connected is not about selling today. It is about remaining the business they remember tomorrow.

3. Retarget Your Past Customers Regularly

Retargeting does not mean pestering. It means staying visible.

Examples of smart past customer outreach:

• seasonal reminders

• preventive maintenance info

• thank you notes

• referral incentives

• new product announcements

• simple check ins

• helpful education

• exclusive return customer offers

The goal is not constant selling. The goal is consistent presence.

4. Use Email and Text To Communicate Affordably

These channels allow you to:

• send updates

• check in

• share promotions

• reactivate interest

• gather reviews

• request referrals

A text message to a past customer costs almost nothing.

A social ad to a cold audience costs significantly more.

5. Install a CRM To Make Everything Easy

A CRM allows you to:

• store your customer base in one place

• tag customers by what they purchased

• segment your communication

• automate follow up

• track results

• stay organized even as you grow

This turns past customer marketing into a simple, repeatable system.

6. Create Offers Specifically For Existing Customers

Rewarding loyalty is one of the quickest ways to generate repeat business.

Examples include:

• loyalty pricing

• referral bonuses

• VIP early access

• maintenance or tune up specials

• upgrade incentives

When people feel valued, they return.

Success

When Western Kentucky businesses create a plan for their past customers, several things happen quickly.

Marketing becomes more profitable.
Your cost to generate a sale drops immediately.

You get repeat sales you were missing.
Customers remember you because you stayed in front of them.

Your referral network grows.
People recommend you more often when they hear from you occasionally.

You spend less time chasing cold leads.
Your warm audience becomes your most reliable revenue source.

Your business becomes more predictable.
With a strong past customer list, you have a dependable foundation that supports seasonal and long term growth.

The businesses that win in small towns are the businesses people remember.
Staying top of mind is not optional. It is essential.

Now What

If you want help organizing your customer list or building a follow up plan that keeps your business at the front of your customers’ minds, Trellis Marketing can help you put the right system in place.

Schedule a free discovery call with us and let’s explore how to make an impact together!