Special Report But wait, there’s more…


In every business, there is a pool of regular customers whom are served their needs on a daily basis, but are you providing them with everything you can? Do they know you could provide more? Hayden Bloomfield, owner of 782, explains how your current clientele could help you grow your revenue.


D


oes every client know the extent of what you offer? What is the consequence if they don’t, and what would it mean for your business if every client did know every product in your portfolio and every problem you could solve for them?


In an industry as commoditised and crowded as promotional goods, customers are constantly surrounded and approached by competitors looking to hook them in with a new idea or great deal. How do you ensure that doesn’t happen?


Someone I spoke to recently – one of their big clients was a school, and they’d asked if they could provide a specific product: embroidered ties. The order was 1,000s of ties and really profitable. Our conversation:


“How many of the other schools you work with know you can do ties?


“None, never told them.”


“How many of them are currently paying a competitor to do that instead?”


“Probably all of them.”


“If you went back to all of those schools when they planned the uniform and you asked if they needed ties, how many of them would get a quote?’ “Probably a lot of them.”


| 54 | November 2026


Now, have you ever found that a customer accidentally bought from your competitor just because they didn’t realise you offer ‘that’ product too? How do we ensure that every client knows what you offer, doesn’t forget you and keeps buying more? All it takes is a process of going back to your existing client with the right message to the right person at the right time to solve the next problem. I call it the Aftercare Funnel.


It works in four stages 1. Categorising: Now we can’t send the same message to every client; it needs to be relevant and tailored. We need to F.I.L.T.E.R them into profiles. Filter stands for: Former Purchases, Industry, Location, Turnover or Value, Ease of working with them, Relationship.


2. Mapping: With your client profiles, go from January to December and establish what problem or idea you can solve for them. You won’t have something for every month; it may only be a couple of times a year. For example, in winter, construction companies need thermals/waterproofs - do they have them? At the end of summer, it would make sense to check if they do. Whereas in summer, they need clothing to protect their skin and eyes – do they have all they need?


www.printwearandpromotion.co.uk


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