It has been said that even happy customers will forget about you in 90 days if you don’t stay in touch! Can you remember what you bought for Mum on Mothers’ Day and where you bought it? You’ll be even less likely to remember where you bought your Christmas wrapping paper unless you only ever shop in one place. Our customers are the same.
Customer loyalty can’t be guaranteed. We are bombarded with alternatives. Our purchasing decisions might be influenced by a special offer, an eye catching design, convenience, a clever salesperson, attractive point of sale material and a whole host of other deal clinchers. If your inbox is anything like mine you’ll be inundated with offers on a daily basis. Your letter box will be the same and every time we leave the house we are met with billboards, shop windows, street sellers and other entreaties to buy. Somebody will always be trying to win your customers, so what are you going to do about it?
Somebody will always be trying to win your customers, so what are you going to do about it?
Staying in touch with your existing customers needs to be integrated into your marketing plan. Encourage customers to sign up to your monthly newsletter. Invite them to special customer events. Send them a preview of your new range, latest work or sale offers. Send them a birthday card, perhaps with a discount voucher. Give them a call.
Ringing a customer you haven’t seen for a while can have great impact. You don’t need to have a special offer to make. Ring and say, ‘I was just thinking I haven’t seen you for a while and thought I’d ring to make sure everything was OK’. Most people would be flattered to get such a ‘phone call and would have the impression that you really care. Your gesture may well be remembered longer than the last purchase but make sure you keep the call non-selling or you could find yourself contravening privacy laws. However if your customer instigates a sales enquiry then you can hardly refuse to answer their query :-)!
So what are you going to do to get back in touch with your customers? How often will you contact them? When are they most likely to be ready to make another purchase? Remember, if you don’t remind your customers that you exist they will forget you. If you don’t show them you care someone else will. The time for action is NOW!
Glenda Shawley has spent the last 20 years helping people to start and grow small businesses. Her advice is practical and cost effective. Her talks and courses invariably get great feedback and her marketing initiatives yield results. If you don’t have time to stay in touch with your customers we can help. Why not email firstname.lastname@example.org to see how?