Whether it's beauty products, clothes or food, the organisations that continue to thrive are those that work hard not only to attract new customers but also to retain them.
As you probably know the cost of acquiring new clients can far outweigh the cost of keeping existing clients or those who have expressed an interest in working with you.
The trick is to balance the need to be continually filling your marketing pipeline with new prospects and working to retaining your existing customers for the long term.
Not matter what industry sector you are working in, or the size of your organisation, all businesses and corporations face this challenge.
The most successful ones don't focus solely on the 'one off' sale, they recognise the potential life time value of the client, not only in the additional services they may buy but also the referrals and recommendations they make.
This isn't a new concept as I'm sure most of you will have heard parents, friends or relatives say something along the lines of 'well I always shop there or I always buy that particular brand' But today with SO much choice businesses have to work much harder at customer loyalty.
VIP shopping cards, points systems and discounts all help but when you are a small business owner you need to get really savvy and creative about retaining clients (preferably the ideal ones).
To get you started think of your favourite retailers, restaurants or on line service providers - what is it that they offer or do that keeps you returning? Is it speed of response, unexpected gifts, personalised service, exclusive offers, customer service? Then, imagine how you could incorporate this experience or essence into your own business, so that you are truly coming from a place of serving and supporting your clients.
Here are 6 simple but highly effective ways to help you develop your own client retention strategy that will demonstrate how much you value and appreciate them:
All of us want to buy the best the product or service, but we also want to be acknowledged and treated as individuals when we spend our hard earned money.
And by doing so you will create a wonderful community of delighted customers.
As you probably know the cost of acquiring new clients can far outweigh the cost of keeping existing clients or those who have expressed an interest in working with you.
The trick is to balance the need to be continually filling your marketing pipeline with new prospects and working to retaining your existing customers for the long term.
Not matter what industry sector you are working in, or the size of your organisation, all businesses and corporations face this challenge.
The most successful ones don't focus solely on the 'one off' sale, they recognise the potential life time value of the client, not only in the additional services they may buy but also the referrals and recommendations they make.
This isn't a new concept as I'm sure most of you will have heard parents, friends or relatives say something along the lines of 'well I always shop there or I always buy that particular brand' But today with SO much choice businesses have to work much harder at customer loyalty.
VIP shopping cards, points systems and discounts all help but when you are a small business owner you need to get really savvy and creative about retaining clients (preferably the ideal ones).
To get you started think of your favourite retailers, restaurants or on line service providers - what is it that they offer or do that keeps you returning? Is it speed of response, unexpected gifts, personalised service, exclusive offers, customer service? Then, imagine how you could incorporate this experience or essence into your own business, so that you are truly coming from a place of serving and supporting your clients.
Here are 6 simple but highly effective ways to help you develop your own client retention strategy that will demonstrate how much you value and appreciate them:
- Send thank you notes or cards with an order.
This was very effective when I purchased on line recently.
My order arrived beautifully wrapped with a handwritten note - that personal touch made a big difference! - Forward books or articles that are relevant to your clients or invite them to attend interesting events or seminars.
- Offer your existing clients special discounts on additional purchases or provide surprise bonuses.
- Mark special occasions such as birthdays, weddings, or contract wins by sending a congratulatory card.
- Ask for feedback from your customers and if possible implement any suggestions on how to improve what you do for them.
- Mark any referral by sending a gift, flowers or taking them out for a thank you lunch.
All of us want to buy the best the product or service, but we also want to be acknowledged and treated as individuals when we spend our hard earned money.
And by doing so you will create a wonderful community of delighted customers.