|
Keep Them Coming Back for More
By Todd Kent, ActionCOACH Business Coaching
 ?We
are hearing reports that the economy is slowing, receding and
not going to improve in the near future. When you hear this what
should you do? Fold up shop or take action. I say grab your current
data base and let them know you care, they need you and you want/need
them. Folding up shop is not an option, either is additional
cash outlays on new lead generating tactics. So use your raving
fans as a way to take action on moving your business forward.
How often do you let your current customer base know about what
is new in your business? Maybe you have a new employee to introduce,
a new product or service you could brag about. Do you have a
newsletter, USE IT, NOW! Be sure to include some call for action,
make the reader excited to call or visit you and have a purpose
for them in your offer. Remember is five times less expensive
to keep an existing customer than develop a new customer.
Do you have a customer referral strategy in place? If yes great,
and if not why not? Who better than your advocates and fans to
lead additional people like them to your business? Grade A customers
bring grade A friends with them, do you need any additional grade
A clients. What if a hair salon offered a coupon for new products
with each referral, let’s examine this transaction. You
get the referred persons hair cut, (1 win), you get the existing
client to come back in (2 wins) and they need to purchase additional
products to redeem the coupon (3 wins) all from one referral.
Let you clients do the talking for you;
I have a client who calls this her brag book. Create a brag book
and give this a special place, either on your web site, in
your sales materials or in your place of business. The value
that is associated with testimonials is huge and free. We all
want to know that Well’s is a great printer, how about
letting me know what clients have said.
With any strategy that is aimed at retaining or growing business
you are wasting time and money if you do not measure and test.
Each time you are contacted you need to know what drove that
prospect to your business. “Just so I can serve you best
can I ask you a few questions?” “How did you hear
about us?”, two golden questions that will allow to know
what campaigns or lead sources are working and which ones need
to change. Measure for a few weeks and adjust to what is driving
business to you.
So where do you start, go to those A clients I told you to identify
last issue. Now call, email, mail, drop in, and contact them
with your new offer, new service or new whatever. Have some fun,
create excitement and remember to make them feel special they
are your best customers and should be treated as such.
|
