Think of a customer you haven't seen in a few months. Do you ever wonder where they are purchasing now? You think that once a customer purchases that your job is over?
What do you do now is the customer has purchased? What is your plan?
Is it, "well now I have to go out and get new customer?"
You have to put out a lot more effort to get a customer than to keep one. If you donʻt have repeat customers, you better figure out what you are doing wrong.
It's really up to you to stay in touch with your customers and turn them into friends. As long as you're in business you need to have a strategy to stay in touch with your customers.
I call it "the lifetime value" of your customer. Your lifetime clients make the difference between success and failure in most companies.
Here's some quick ideas for you to work on:
One – call your customer often or have someone on your team call them. Ask them how they are doing. Find out if they have any problems you can help them with. Be sure they want to continue hearing from you. You want to stay in touch, but you donʻt want to be a pest.
Two – mail them information every month. Just simply say "here's something I thought you would like" comes across as caring for them. Do not make your communications a sales pitch.
Most of your business should come from your current customers.
You need to stay in touch with your customers and let them know you appreciate them. Do not make your call a sales pitch. Talk about what they are doing and offer helpful suggestions. Follow up with a card or email with information that will help them solve a problem or suggesting a way to have a fun project. Rough rule of thumb. Limits ads and offers to no more than 20% of your contacts with your customers.
What is the function of email? An email has immediacy and should be used when you want send a quick note or even a digital news letter. Never send an email to anyone who has not given you permission to contact them. Always include a way for them to option off your mailing list. That is the law. Send a physical note card by US Post Office at least 4 times a year. Greeting cards get opened. Most emails are ignored unless the recipient know it contains valuable information.
What is the role of your Website and social commerce in your marketing plan? Most people research major product purchases on the internet before they go to the store to make the actual purchase. If you are not on the first page of the search engines you are loosing business. Social media has become a critical factor in your business. I recently researched local restaurants. One stood out. Half the people liked it and half commented that while the food was good, the portions where small and over priced, the abidance was noisy and the waiters slow and not very friendly. Recent posts about the restaurant noted improvements. Maybe that restaurant is monitoring what is being said about them and making corrections. Most businesses donʻt have a clue.
My local building supply store is always my first stop. They always greet me by name and I consider them my friends. I know the names of several of the people who always help me. The donʻt always have what I want, so Iʻll go to a store that has a better range of products. Their staff is always helpful, but some how the store seems cold. There are three competing building supplies in my area. The third has no helpful staff and has given me bad service in the past. I havenʻt been back in years.
Bottom line, make you customers your friends. Let them know you care about them and ask for referrals. When people tell their friends about your business, it creates a bond. A customer that gives you referrals is a loyal customer. Keep that bond fresh. Ask the new customer who referred them. Then send your customer a thank you card.
Give your customers an incentive to give you their contact information. Your list is your most important asset. Use it and stay in touch.
Bill Sager, http://www.kukuaentrepreneurs.com
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