In Business, the Road to Success is Paved With Repeat Business. Here's How to Build a Stable of Regular Customers.
By Gary Christensen
What's the secret of turning a "one-time" buyer into a regular customer? The same thing that forms the basis of any relationship between two people--trust. It's within a phrase on the back side of every piece of currency we have in our pocket. "In God we Trust." Some banks use that same word in their name, for example, "First Savings and Trust."
But what is "Trust?"
When a man and a woman begin to date, they set appointments and they trust one another to show up on time. They make promises and they keep their word. Each begins to trust the other more. They advise and assist each other. They are warm, cheerful and friendly to one another. They call each other by their first names. They're generous, they do things for and with each other.
The more they do together, the more they rely on each other. Their confidence in the other builds. They grow closer together and they trust each other more and more. You trust the other person and that other person will trust you.
To gain a customer's trust, we must do some of the same things:
1. Use Their Name--Your OWN name is the sweetest sound you'll ever hear. It's true. Knowing and using the name of your customer is one of your most valuable tools. Use it. Get to know your customer's first name (make sure it's okay to use their first name) and greet customers by using it. They will move you right to the top of their list, when you use their name.
2. Be Friendly--It's been said you can draw more ants with sugar than with vinegar. Too many people are grumpy and irritable. Don't be like them. Greet each day with a smile and greet others with that same smile. It could be a great day. You might make your biggest sale ever, today. Be glad you're alive. Pass on a little sugar to everyone you meet. You might be amazed at the change in attitudes (your attitude and theirs).
3. Offer Assistance--Take a little time to answer the questions posed by your customers. They might need help with determining costs or with placing orders. They don't know everything about your company. Don't assume that everyone does. The more assistance you can offer, the more confidence customers will have in you...and in your company.
4. Keep Your Word--If you set an appointment, keep it. Be there on time. If you say an item will be shipped the next day, be sure it's done. If you promise a discount, be sure that it shows up on their next bill. Make your word something on which people can count. If you can't do it, say so. Better that than to make a promise and not come through. Your customers need someone on whom they can depend.
5. Be Generous--Give 'em a little extra. Send 'em something free. Nothing would brighten up my girl friend's eyes more than getting something extra special from me. One will be thought to be a generous person, someone who thinks of others, someone who takes a delight in bringing a smile to someone else's face.
It's really not that much extra to do. You need to work on your customers. Be friendly. Do things for your customers. Remember their birthdays. Use their names. Be generous. And if you make promises, keep your word. You'll see just what a difference it makes.
The above article was written by Gary Christensen, freelance columnist and self-published author who has written eight books and more than 100 single page reports. Gary's latest report is HOW TO USE FREE IN ALL OF YOUR ADS and is yours for the asking via email at Garch6@aol.com
You can also contact Gary at:
Gary Christensen P.O. Box 2411 Corvallis, OR 97339
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