In
today's competitive world of business it is more important than ever to
aim for more interaction with existing customers. This article part one
of two and shows the first 10 steps that will help you turn your
existing customers into walking billboards for your business and help
keep them as customers for a lifetime.
Traditional marketing strategies encourage business owners to
continually grow their businesses by adding new customers. In today's
competitive world of business, it is more important than ever to aim
for more transactions with existing customers by using the power of
customer follow-up and attention to good service.
These first ten tips will help you in turning your existing customers
into walking billboards for your business and loyal customers for a
lifetime. While we aren't advocating that you do all of them, choosing
your favorite five and making sure they become a part of your marketing
efforts will pay off handsomely.
1. Call your clients every Monday morning just to say “Good Morning,”
and to check in on how things are going. This extra ounce of attention
will keep you forefront in the minds of your clients, and they will
greatly appreciate your extended care and concern.
2. Keep a list of birthdays, special days of celebration, and upcoming
special events in the life of your clients and their families. On these
special days, send a card or small gift to let your clients know you
are thinking of them. On the same note, keep a detailed list of
hobbies, interests, favorite foods, preferred music, and the like. As
you travel or are out and about, and you see a small token which you
know your client would appreciate, buy the item, and ship it with a
note that says "I thought of you when I saw this! Enjoy!" One of the
most desirable "client perks" is tickets to a favorite sporting event
or concert. Many companies purchase packages of sporting event tickets
strictly for the purpose of entertaining champion clients and for
building a long lasting relationship with the individual.
3. Be "Newsy" and a Trend Setter. One of the best ways to develop loyal
clients is to become a trendsetter, continue your own education and
training, and to become a forward thinker. By attending training events
and reading cutting edge magazines such as Dwell, Futurist Magazine,
FAST Company, Gourmet, Architectural Digest, and even Cosmopolitan
Magazine, you will be able to follow trends which are current, allowing
your clients to receive the newest and best information available on a
variety of topics from business to fashion to design to travel to new
foods on the market.
4. Attend conferences for your clients. For clients who are too busy to
attend a conference, you can offer to attend a conference in their
place. The best approach is to choose a conference that will benefit
both you and your clients, and you pick up the tab (you will be able to
deduct your cost as a business expense, so keep records and receipts
for all expenses). While attending the event, collect a "goody bag" for
each of your clients, that will include samples from the conference
exhibit and any written materials, which you feel may be of benefit to
your clients. When you return from the event, host a one-hour
conference call or teleclass to update your clients on the
latest/greatest in their industry.
5. Feature your clients or referral partners on your website or in your
newsletter as your honored man or woman of the month/week. Contact your
clients or people you often refer others to one month prior to
publication, and invite them to be interviewed as your "guest expert"
for the month/week. Record the interview, transcribe the interview, and
post the recorded interview and transcription, along the client's
photograph, biography, and contact information on your website or in
your newsletter. The enhanced visibility will speak volumes to your
clients about your support for their lives, and will show others that
you are committed to the personal and professional improvement of
others.
6. Invite your clients for a “sneak peek” to test a new product,
service, or teleclass before the general public is invited to
participate. Make this "sneak peek” unforgettable. If you are offering
the preview in a live setting, provide wonderful food and drink. If
this is an online event, teleclass, or virtual offering, make the sneak
preview say "WOW" with fabulous graphics, distinct digital audios or
videos, a dynamic power point presentation, and a copy of a 15-20 page
document which will add value to the life of your clients.
7. One day each week, send your clients a special quote or a brief
story of inspiration. A wonderful online free resource for quotes and
stories of inspiration can be obtained through the "> www.cybernation.com .
Cyber Nation is one of the largest online quote libraries celebrating
the famous words of men and women from history, both past and present.
8. Adopt the philosophy of Fed-Ex. Do you know what Fed Ex says? "When
it's a matter of hours, it's a matter for FedEx. We can pick up and
deliver door-to-door 24/7/365 including weekends and holidays and give
you immediate confirmation. Just pick a service and pick up the phone."
Quick service, 24/7/365 is the number one reason that the majority of
consumers in the United States choose Fed Ex over other parcel delivery
companies. As a coach, you will develop loyal customers by being highly
responsive and by delivering answers with lightning speed. When your
customers expect a response, they usually expect it within 24 hours, so
give them what they want, and you will develop a long list of "raving
fans."
9. Be highly accessible. Provide your clients with multiple ways to
contact you, including e-mail, fax, mobile phone, business phone, and
home phone. If you travel, contact your clients in advance to let them
know you will be away from the office for a few days and let them know
how they can reach you in the event of an emergency. Simply letting
your clients know that you are always available is very reassuring and
will send the client the message that you care enough to be there for
them at any time.
10. Open a private page on your website "For Clients Only." This
special page on your website will be a private area which will include
valuable resources not made available to the public at large. This page
may include a free e-book, free audio course, free articles authored by
you, or a growing list of resources you make available at no charge to
those men and women who do business with you. The key to a successful
private resource page is to continually update the page, adding new
resources that are fresh and "cutting edge."
© Copyright 2004 by Alicia Smith
Permission to reproduce granted if all attribution & contact information is included.
