Tips on the Importance
of repeat business
When you think about ways to gain repeat business from your customers,
you probably turn your thoughts to marketing efforts such as advertising,
public relations and other means that will allow you to repeatedly
be seen. However,
without one particular element included in your plan, your efforts
to entice customers to buy over and over will fail. Even autoresponders
- the "king" of repeat exposure - can't produce the type
of loyalty needed to ensure your
customers continually send their dollars your way.
This missing link is often not even considered as part of a marketing
plan - but it should be! What is the secret to repeat business?
Exceptional customer service. Are you surprised? You really shouldn't
be. Put yourself in "consumer mode" for the next minute
or two and let's explore the power of a solid customer service program.
Think of the last time you purchased from a business and had a poor
experience. What brought you to the business to begin with? Maybe
low price. Perhaps it was that the company had a product/service
you needed immediately. Even selection can play a role in attracting
us to a business. But once you bought, what happened next?
When the product didn't live up to your standards or when the service
didn't work as expected, did you get the response you needed? Did
the company show concern for your position? Did they correct the
mistake or issue a refund? If
not, you - like most others - probably left vowing never to buy
from them again.
What you experienced was a marketing plan that had no follow-through.
They were able to entice you and draw you in. They were successful
in getting you to spend your money. However, when it came time for
the plan to promote "backend
sales", it failed. It had no follow-through and they lost the
remainder of your business for life.
Here are several things to consider when creating a customer service
program that will help to boost your marketing plan and your repeat
business.
1. Weigh your options. Many small business owners panic at the sound
of the word "refund". Don't! Think seriously about what
you'll be losing. You could take a small loss of $29.95 now (or
whatever the cost of the product is) in exchange for future sales;
or you can retain your $29.95 and lose hundreds or thousands of
dollars later in future business. If their complaints are handled
to their satisfaction, the majority of consumers say they will buy
from your company again.
2. Get personal. The number one complaint most consumers have is
that businesses don't appear to care whether they buy from them
or not. Get to know your customers. Send a thank you note or small
gift when a purchase is made. Fire off a short "just checking
in" email when the customer's purchases seem to slow down just
to ensure all is OK. This extra effort will be noticed - and appreciated.
3. Follow through. If and when a problem with a customer does arise,
be sure to follow through. Don't simply tell the customer that you'll
ship a replacement
product immediately. Call or email them a day or two later to be
sure the new product arrived and is working as needed. This is a
true way to WOW your
customers and lock in future purchases.
4. Have a plan. Don't fall victim to "policy", but do
have a flexible plan of action for when customers aren't 100% satisfied.
Knowing what you plan to do will alleviate some of the shock and
stress associated with handling unsatisfied customers. It will also
allow you to present yourself in a helpful and friendly way when
working to fix the problem.
A 1996 study performed by the U.S. White House Office of Consumer
Affairs proved that, if you treat your customers with genuine caring
and fairness, they will indeed reward you with their repeat business
for years to come. That's something you just can't get from ads
or autoresponders!
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