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Congratulations,
You've got them.
Now, how do you keep your often hard-earned customers? Retention requires attention. You keep customers through a number of practices, by keeping them engaged, informed and involved in their own design of the relationship. The first date went well. Now what? Customers come to you in a variety of ways and for a variety of reasons. The key, for you, is to keep them going forward. To continue the relationship you've got to... Make the Relationship Fun and EasyHow
hard do you make it for customers to reach you? Is there a toll-free number
that's easy to remember? Is the URL for your website intuitive. Have you
added a conspicuous place to bookmark it for customers' ease in returning?
If visiting you in person, are directions and parking easily negotiated?
Do as much as you can to make it as easy as possible to come back for more.
Do you offer memberships to belong to your firm, whether free or not? Is it fun to be a member, or a hassle to remember one's membership number or miss out on savings? Customers love the feeling of accruing points and receiving preferential treatment. Design a program your customers can win easily to build loyalty and emphasize the fun factor. Second DatesIt's
easy to make first dates fun. But what can you do for an encore? You can
wait for cues or instead take the lead and offer your best "second date"
strategy to recreate the magic. Based on the first product or service you
sold, what might this customer like next? Does a related product or service
offer a nice fit for your customers? I counsel clients to make the overture
instead of waiting for the customers to come back to them. We know from
experience that not all customers come back otherwise. Show them they're
wanted!
Meeting Your Family (of Products and Services)Are
your customers aware of the breadth of services or extensive product line
you offer? Expose them to the variety of ways you can improve their business.
Having bought from you they already know and like you on some level. They're
taking less of a chance now so strive to supply multiple needs for your
customer. Perhaps references or testimonials from others can vouch for
your professionalism and competencies.
Going SteadyBut
what about longer term needs and desires? The sooner you can demonstrate
your ability to scratch multiple itches the better positioned you'll be
to retain these customers going forward. Ascertain your customers' needs
and demonstrate your ability to fulfill them. To paraphrase Sigmund Freud:
What do customers really want? Your goal is to find out. It will vary by
customers. Don't assume and don't project. Some sales organizations impose
assumptions onto customers without any research or inquiry.
Communication: The Key to All RelationshipsThe
health of any relationship is centered around communication. Customers
want to know you're always there for them, especially in their time of
need. Stay present in their periphery. Make yourself the preferred alternative
when they seek out the products or services you carry. For you as a sales
organization, customer retention means customers instinctively think of
you when they need to buy. By building loyalty, by insuring their satisfaction
along the way, you become the logical provider for their next purchase.
Retention, then, becomes your fruitful frontier.
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