OVERLOOKING THE OBVIOUS CAN COST YOU YOUR BUSINESS!!!
To often this INDIVIDUAL, also known as, “Your Customer” is the most overlooked, underrecognized, financial and public relations resource any business has. Successful businesses put in much effort, reflected by the many hours and dollars consumed, trying to attract and gain customers.
Businesses realize the current customer is the source of their income. The difference between being ‘open or closed” for business, is determined by how well, businesses attract and retain the customer.
Much effort is extended in this endeavor of customer attraction and retention. Products are pre-purchased to be ready for new orders, equipment/materials are purchased i.e., computer equipment, special feature phones, dedicated/additional phone lines, fax machines, web pages, office supplies, advertisetment placed (usually expensive), etc.
All this is done preparing to service the not yet gained customer. This process takes time. Increasing the cost of gaining a new customer. Finally, it happens, all the hard work pays off, the prospect becomes a customer.
The source of new revenue is acquired. Whew, what a relief all that effort was worth it – a new customer! Now the attraction, acquistion, pattern starts over. Now,it is quite evident that a lot of effort was expended to gain that new customer.
Tell me, after spending so much effort to gain that new customer, when was the last time, you said to the new customer ( by the way, who is now, referred to as the old customer)
THANK YOU FOR CHOOSING MY COMPANY, AS YOUR SERVICE PROVIDER OF GOODS AND SERVICES???!!!!
Many business ( new and old) in their rush to acquire new customers make the “fatal” mistake of not taking care of their old customers. When is the last time you have contacted an old customer to say thank you or provide that individual with an incentive to remain “Your Customer”????
SEE THE TRUTH OF THE MATTER IS, THERE ARE NO OLD CUSTOMERS OR “YOUR CUSTOMER”!
There are people who, because of your attentiveness and demonstrated appreciation, remain your customer. Or because of lack of those two major elements of customer retention, get attracted by another company, providing your product/service.
A COMPANY WHO HAS NOT FORGOTTEN THE SOURCE OF THEIR EXISTENCE, THE CUSTOMER, WILL ALWAYS DO BETTER, THEN THE ONE WHO HAS.
It takes a lot of your effort, to convert a prospective user of your product/service, to choose you, as their supplier and become “Your Customer”.
Do not make the mistake so many companies, new and old, do daily. Forgetting to thank the people, also know as “Your Customer”, who help keep your business doors open, YOUR CURRENT CUSTOMER.
Some simple suggestions to maintaining and retaining customers:
1. Send a thank you card once a month to show your appreciation for being choosen.
2.Provide a special offer for your customer to show appreciation for being choosen.
3.Personally telephone your customer and say thank you or assign a trusted associate to do so.
4.Sent a gift to your customer, at no charge, to show appreciation for being choosen.
5.Create a special service for your customer, to show appreciation for being choosen.
6.Provide a survey/questionaire that finds out how your customer feels about the product/service you provide. Offer an incentive for completing it.
7.Listen, really listen, to your customer concerns and proactively act on those concerns.
8.Get the idea – Always do something of value for your current customer, that is the “success key” to keeping “Your Customer”.
Do this often and I guarantee your business stability and growth.
Mr. Rickey Johnson, is owner of Juniques Marketing, providing marketing and business support and strategies.