Listen Carefully, then Act

Be listening carefully for clues when you’re speaking with your customers and clients. When you think you’re just making “small talk”, be alert for the mention of hobbies, sports, family members’ activities, graduations, weddings…anything that makes that person who they are. Immediately after the conversation (obviously not in front of the customer) make notes about this person.

Perhaps you service someone who mentions that he loves golf, and that his son is graduating this year. Here are some ways to make this person your loyal customer for life…

• Organize a golf outing for yourself, your client, and other people who might benefit from your client’s services
• Deliver a package of golf balls with your company slogan, logo, etc.
• Send a note about a golf tournament in the area
• Depending on the size of your company, offer a partial scholarship for his son’s college.
• Offer to pick up the cost of textbooks for the first term of college.
• Send a graduation card and check or gift.

Your client will know that you value his interests and family. This is one of the most effective ways to build customer loyalty. I guarantee that if you’re more interested in your client than yourself, they’ll be VERY interested in your business.

Desserts – The Grand Finale – but just the beginning!

These are the very special services or products you have for only the very best customers. They’ll probably be the higher priced items, but because of the trust and loyalty you’ve earned by offering supreme quality and service, they’ll be eager to continue their association with you. Be sure to add “free coffee” to that final order, as you now have a great customer for another year.

Next time, we’ll list some practical ways to present your “appetizer.”

The Soup

Now you’re offering them something really hot. Another card or coupon with a “buy one, get one free,” for instance. If you’ve already given them great service and products the first two times, they’ll be very interested in doing business with you again. But wait…there’s more!
Now for the main course. This customer is beginning to feel like “part of your business family.” Treat them accordingly. Let them in on employee discounts, or offer them some “sides” to accompany the main course. Perhaps you can offer some fringe benefits that only customers reaching this point qualify for. Be sure to let them know they’re receiving preferential treatment in return for their loyalty. It is quite possible that they’ll want to order an extra bread basket or bottle of wine to accompany that main course.
Now that a customer has reached this point, it’s tempting to take them for granted. But what a shame to let them end the relationship without trying your fabulous desserts!

Customer Retention – A Seven Course Meal

Do you have a specific plan for customer contact to ensure that you retain the customers you spent so much of your marketing budget to acquire in the first place?

Think of each customer as being in the market for a seven-course dinner.

First comes the appetizer. This is the customer’s first order…just enough to give them a “taste” of your company, products and/or service. Will they eat and run, or will you offer them a salad? Make that salad available by sending a personalized “thank you” card with a discount on another product or service.

The salad has many more ingredients than the appetizer. They may be with you a little longer as they savor what you have to offer. Many business owners are so pleased with a repeat customer, they feel the one repeat contact is all there is. But what about the soup?