Articles
Build a lasting relationship
by Stacey Ackerman, M.A.
You paid a lot of money to get your customers in the door in the first place. Now you need to keep them coming back. The biggest mistake I see my clients make is spending a ton of dough with coupons and other incentives to attract a customer, only to let him come and go without gathering any contact information for future correspondence. I call this the one-hit-wonder.
Relationship marketing is a lot like dating. We spend most of our energy attracting our mate’s attention to go out with us in the first place. And when he finally asks you out, you are on your best behavior, doing everything you can to make a great first impression.
With both dating and marketing we fall into the trap of complacency over time. We begin to take the relationship for granted, expecting that person to be faithful, regardless of our efforts (or lack thereof).
Just like our personal relationships, good customer relationships take a lot of work. We must continually communicate with our customers by giving them appealing offers and appreciating their business.
Below are a few ways that you can enhance your customer relationships (and what the heck, they just may work on your significant other as well):
Get to know each other
Take the time to get to know your customers. When they do business with you, learn as much as you can about their personal lives. This insight will not only help you connect on a personal level, but it will also help you tailor your services to your target markets’ needs.
Understand her needs
Learn what attracted your customers to your business in the first place. By diagnosing what ‘need’ you are fulfilling in their lives, you’ll better be able to satisfy those needs. Perhaps she needs a convenient meal option because she just returned to work. The more you understand about the needs your business is satisfying, the better able you are to offer solutions that will keep your customers coming back for more.
Nurture the relationship
Relationships take work. Make sure that you are always giving your customers the highest possible level of service at all stages in the relationship and never take the relationship for granted.
Build loyalty
It’s very easy for your customer to be wooed by the business next door because it has a great sale. However, if a customer is really loyal to your business, he won’t leave that easily. It’s the simple things that build loyalty such as remembering his name or the way he likes his eggs. A customer who is faithful to your business won’t be swayed by a competitors’ price.
Communicate often
Customers want to feel they are an important part of your business—not just a transaction. By regularly communicating by phone, e-mail, newsletters or in-store events, your customers will be given an opportunity to build a relationship with your business.
Remember the ‘wow’ factor
That first ‘wow’ promotion may have gotten her to come in the first place, but don’t disappoint her later in the relationship. By offering special VIP programs and incentives for your loyal customers you can continue to ‘wow’ them.
Show your appreciation
Your customers want to know they are valued and appreciated. It doesn’t take a fancy marketing campaign to do this effectively. Simple things like a birthday card, a check in phone call or a simple ‘thanks for your business’ make your customers feel important and give them the desire to return.
Practical, affordable marketing that works.
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