You are only as good as your last sale
What is the secret of customer loyalty?
One of the lifelines for Businesses during the last four years in a time of lockdowns, disruption to supply chains, Ukraine, economic chaos, and restricted budgets has been the loyalty of customers. Without them, any business would struggle.
And the secret to that loyalty? Great Customer Experience and Communication. Or to put it another way in a formula –
Results x Relationships = Retention x Referrals
Your best ever salesperson will be a satisfied customer – they keep coming back for more AND bring you business. So how consistent are you are at providing the best customer experience every single time? Every member of your team is responsible for that customer experience – their speed of response; the complete fulfilment of an order; aftercare etc. The better the experience, the more loyal they will be.
And how do you go about building those relationships that will get you those referrals and extend client retention? Here are some suggestions –
Celebrate client successes i.e a bottle of champagne or gift
Birthday and Christmas Cards
Loyalty or Discount Cards
Tickets to Events
Under Promise and Over Deliver
The last point may not seem very significant but small touches like that that can be disproportionately influential. By building a database of all your contacts, it gives you the opportunity to talk to them regularly through a newsletter, news of an offer; sharing information that is useful to them etc. And that is where a Customer Relationship Management system is brilliant at scheduling these.
It is estimated that at any one time only 3% of consumers want to buy RIGHT NOW; 7% are interested but are not ready to buy NOW; and 27% will buy in the future. So keep talking to that 37% – not just the 3%. Build the relationship and then provide fantastic customer experience when they are ready to buy, and you will reap the benefits of referrals and retention.
only 3% of consumers want to buy RIGHT NOW; 7% are interested but are not ready to buy NOW; and 27% will buy in the future. So keep talking to that 37% – not just the 3%
Chris Churchman works with Business Owners to achieve the life of their dreams through their business. If you are not sure how to grow your business or are frustrated by working too many hours, not earning enough money or underperforming teams, then why not take the opportunity to have two gifted 30 minute coaching sessions with him to identify strategies to help move your business forward?