Category: Client Retention

If your leads are not converting, you might want to look at this one part of your approach.

One of the difficulties a lot of my clients go through is how to frame out their services in a way that other people understand them.

After all, a confused buyer is one that does not buy.

Butchers, for instance, have both hamburger meat and prime meat; you don’t want to give up the client who is having a large barbecue because you only advertise that you have prime.

You can’t be everything to everyone; but……

What I’ve found is that you can speak to different market niches if you have select service lines or offerings that serve those niches.  “The barbecue counter” and the “wine with dinner” counter for instance.

That way, the customer doesn’t have to know a lot about meat to know where they should start asking about options.  No need to say “can you tell me if porterhouse is good enough for a kids are away date night.”  It’s predetermined, and the conversation can be deeper, quicker:  would you do smaller porterhouse on a grill or thicker filet?”

If you segment the messaging for different markets, you give the customer control of context.  This allows them to make meaningful decisions about what is best for them, and ask the best questions for their situations.

“How can I help you” is a very different question if the customer is in context to information or isn’t.

And, if you have packaged products thoughtfully “this is our barbecue platter for 5, for 10, for 15” it makes it easier for the customer to just say “yes” knowing that you’ve solved all the details.

Educate Your Customers

Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!

Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.

Here are a couple of key elements to use to retain your current customers:

  1. Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
  2. Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
  3. Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
  4. Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.

There are three cornerstone ideas to a successful business:

  • Quality product/service
  • Offering useful products/services that solve a problem for or enhance the life of a customer
  • Offer subjects your customers find interesting

Use this approach of educating your customers and offering them real information and insight and you will be rewarded with loyalty and success.

Stop wasting all your time on new prospects while your current customers fall by the wayside!

As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”

So, there it is! Remember, we can help you put together the resources and tools to do exactly that. We can help you educate your customers and you can watch the benefits pay offer many-fold.