Success Today Depends in Large Part on Repeat Business. Here's How to Keep Those Customers Returning.
By Jeanie Swisher
The success of your business depends on getting customers and then reaping the benefit of repeat sales. Whatever your business, it will cost you money to get the customers. Why not keep them coming back for more?
IDENTIFY YOUR GOAL
Many items are a one-time purchase. But it's far less costly to keep that customers than it is to go out and get a new one. So, keep them excited! Offer more related products. Offer a small gift or discount with an order as a purchase incentive. When you do a follow-up contact after a sale, offer them something else to buy to "get them in the habit" of buying from you.
TARGET YOUR CUSTOMER
Whether you use mailing lists or print ads, always profile your target. "Who would want to buy your product?" If you sell a home-based business product, look for an audience that is in the right age, income and lifestyle bracket. A mailing list broker in your local directory can supply the correct demographics. It may cost a little more to get a good list, but better 100 good names than a thousand with no response.
INCREASE LOYALTY
Customer feed-back is a necessity. To put it bluntly, you want to know why a person would say, "I would rather do business with you because..." The best way to get feedback is to ask them. Have you seen those signs on the back of tractor-trailers? "How's My Driving?" followed by an 800 number? Bask in the encouragement for the things you do right. But you must follow up on complaints. Don't assume that other companies do this--they don't. Successful resolution goes far to guarantee your customer will be coming back to order again.
LONG-TERM COMMITMENT
Don't think that being successful in business is easy. It isn't. Allowing your expectations to get out of hand has caused many a business demise. To be successful in keeping your customer coming back, you must be persistent and committed. Even the big companies like Coke And Pepsi come up with a program now and then that doesn't sell. Pick another approach or another product if after a fair amount of time you're not having success. In business, make a plan. But don't be afraid to change a plan that doesn't work.
A TRICK OF THE TRADE
Through watching my own mail, I observe that someone has a far greater chance with me to get their offer read if they include a "personal" note. A hand-written "Hello," goes a long way with me. A Post-It note, a comment in the margin, a hand-signed sales letter--all of these get me to at least take a second look at their material. And guess what? The best part is--this is how I've gotten many of my customers. I keep stock postcards at my fingertips so anything I see that looks interesting, I send off a 20-cent note. I've even gotten several customers with a postcard saying, "Thank you for your information. Send me two bucks for a samples package to help you be more successful." It works!
THE GOLDEN RULE
I treat people the way I like to be treated--with respect, optimism and friendliness. That old thing of saying "please" and "thank you" goes a long way. Your customer is just like you. They want to receive good value for a good price. But, they also want to know you have their best interest at heart. Being "nice" goes a long way to cement your customer loyalty and keep them coming back.
Jeanie Swisher, with 30 years of experience, successfully operates four businesses. RUSH $2.00 to receive a colorful samples package to help make your business more successful. Mention this article and magazine to receive a FREE "Bang the Bushes Business Builder List." Request a FREE report on list brokers with little or no results (you may be surprised by who is on the list).
Partner with us on the Internet for fun and profit. Information included in the samples package. Check out our online marketplace for today's busy woman.
SPECTRUM PUBLISHERS DIRECT 35 South High Street West Chester, PA 19382 24-Hour Voice: 610-431-9586 E-Mail: spectpub@bellatlantic.net http://members.spree.com/spectrum
 |
|
 |
|
 |
