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is Silver and the other is Gold
Remember the old saying? This is usually a reference to friendships, but in this case,
we are going to apply it to your customers.
Your customer base is the most valuable asset you have. Think of your existing customers as gold.
Real profits are made from your current repeat customer base! While it is
important to grow your business by attracting new customers, your loyalty
should be focused on customers you already have. Here are some strategies for
building a better relationship with your current customer base and for attracting
Customer loyalty comes from GREAT customer service. Each business strives to be unique, but great
customer service will separate you from the rest of your competitors. It is
even more important to make every
effort to satisfy your customer’s needs. By treating your customers as the most
important part of your business they will find the experience rewarding and
will in turn be happy to pass along the positive experience and promote your
business for you! It is essential
to stay in contact with your customers! This means you need to make personal
contact often with your customers in some form, by phone, text, email or the
more traditional route of handwritten correspondence.
Offer the right product - at the right quality - at the
right time. Your customer is a strategic partner in bringing in
the right merchandise at the right time.
Listen to your existing clientele in order to satisfy their needs. Respect
and value their opinions, and use the information that you gather from them to
promote the products that they are asking for.
Having the right product is the first step, but you will
also need to promote your product to sell it. Your top customers are the perfect
place to start. Offer special
promotions or events to give them a sneak peek or the opportunity to get the
merchandise first. When you bring in quality merchandise at a good price, you
will be able to offer special deals without taking away from your profit
margin. It is very important to prepare and execute your promotions for the right
time. Create a marketing plan and always evaluate the success by
tracking and monitoring your customer’s purchases. Remember that some
promotions will be successful and some will not. Review what worked best and
utilize the successful actions in the future. This can save you a lot of time
when you are bringing in new merchandise or promoting new products. Listening to your repeat customers will
build and nurture customer loyalty that will not only bring them back, but it will also give them a reason to refer
new business to you!
Potential customers are like Silver, and they have the potential to become GOLD!
They are integral in growing your business. Be sincere and confident with a potential customer, and
commit to servicing all customers with honesty and integrity! They need to know that you have a
genuine interest in helping them.
Ask questions and listen.
Be gracious, even if you can’t meet their needs right away. Remember you are making a first
impression that will go a long way in customer satisfaction. People are seeking a good shopping
experience, and you must excel over your competition. If you are providing great service, they will continue to
pass along goodwill, and this will promote your business to others. So take that extra step. Be helpful,
friendly and offer a little something extra to your most valuable
Treat every person that enters your business as a potential “gold
customer,” and reap the rewards of repeat business and customer loyalty.
the most important component to a small business? Customers, Customers, Customers!
Never underestimate the power of your dedication to your
customers and improving on your level of customer service. I believe they are
linked and should quite frankly be that portion of your business that you
refuse to compromise.
There is nothing better than walking into one of your “fav”
shops and you hear the salesperson say, “Hi (your name) good to see you…how can
I help you today?” There is a great amount of buying power in that recognition.
Just the other day…I walked into a perfume store with my
daughter…I had been there a few months ago with my mother-n-law. She had made a
nice purchase that day and I bought a couple bottles as well. I asked the
salesperson one question about a fragrance and she answered in such a way that
I could tell she remembered me. I lit up inside! In that moment she captured my
heart and my wallet! And, she topped it off by asking me for my number so she
could call me the next time my “fav” scent went on sale…I am completely hooked
now, because not only had she remembered me, but she was setting it up so she
could save me time and money on a future purchase.
That should be
every store owners dream…to have a salesperson that strives to make every
customer that enters their door feel special, recognized and positively
satisfied. There is a lot of competition out there…and distinguishing yourself
from your competition creates lasting customers.
When you create a system that identifies the services you
offer you can build on your client satisfaction and expand on it. Let’s call
that satisfaction client delight…which then leads you to customer commitment.
We have to become attuned to enhancing and adding value to
all customer interactions. Remember customers see value when they are offered
services that complement their own values, according to their individual needs,
wants or demands.
1) Customer retention value: there is a savings to you
(store owner) in not losing a customer vs. the cost in finding a new customer
is 5 to 10 times more effort than that of servicing an existing customer.
2) Customer referral value: utilizing your customers
extended family, personal and business contacts to gain new business .
A profound lesson I’ve learned: we are striving for customer
loyalty. How do we achieve it? Be loyal to our customers!
It works better when we work together!
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