No matter what product or service you're selling, repeat customers will "put you on the map." Repeat customers will continue to purchase from you and they will tell their family and friends about you, thus increasing new business as well. Taking impeccable care of your existing customers is an extremely important step in building a solid customer base. Here are some ways to ensure your customers will keep coming back.
In one of my previous columns, I stressed the importance of customer service. I can't stress enough the importance of unparalleled customer service. If you want to keep customers coming back, you have to give the best customer service possible. Have I stressed this customer service idea enough? If you tell your customer you're going to do something, like give them a credit on their account, give them the credit and do it in a timely manner (preferably immediately.) You always want to under promise and over deliver. When you attend to the customer's needs and take care of them, they know they can trust you. They will keep coming back.
Continental Business
In another column I talked about like and trust. The column stated that if a customer likes you and trust you, they will buy from you. So, you want to establish like and trust. How do you do that? Well in regards to trust, always tell your customers the truth. Be a person of morality and integrity. Be a person of your word. That will establish trust. To establish "like" you want to treat your customers like you want to be treated. Be genuinely considerate of their wants and needs and meet those wants and needs. This takes place when you listen to them!
Another way to gain repeat customer's loyalty and patronage is to treat them like royalty. Remember my formula, royalty=loyalty. Send them a thank you card for their purchase (this has a huge impact on them by the way.) Close your business and invite your current customers to a customer appreciation sale or open house and serve refreshments. Let your customers know that you appreciate them. Keep in contact with them. Give them a call periodically or touch base with them by mail or email. You can also send them birthday cards, anniversary cards and bereavement cards. When someone decides to do business with you, it's always a good idea to get their contact information so you can keep in contact with them.
How about encouraging customer referrals? I have seen many businesses give discounts, gifts or even money to customers who refer friends. Granted, if a customer is satisfied, they will probably tell friends, but rewarding them for referrals increases your odds of getting new business. The moral of the story,do whatever it takes to keep 'em coming back. Use some of the ideas listed above or practice some of the ideas you've come up with.
Repeat Customers - Keep 'Em Coming Back
Mike Bova is the Madison County Advertising Director & Business Columnist for Eagle Newspapers in Syracuse, NY. Mike owns several websites including http://www.upstateshopping.com The Upstate New York Shopping And Business Directory. Mike has spoken in front of many business groups, conducted several sales training seminars and trains corporate sales staffs. Mike is launching his own site soon.
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