If you’re loyal to your customers, they’ll be loyal to you.
There was a time when a woman could walk into a store and be greeted with “Good morning, Mrs. Jones. Those jellybeans that Junior likes came in this morning. Should I pack some up for you?”
Even today, people appreciate that kind of treatment. Wouldn’t you?
Here are some ways you can build loyal business relationships with your customers.
Know your customers.
You don’t need a steel-trap memory to remember your customers, their families, sizes, tastes, and preferences. This information can be gleaned from an index card file of sales slips organized by customer name. Or of course, electronically in your customer database. Either way, this information helps you keep in touch with and serve your customers.
Inform your customers.
Say you own a wine store and you just received a shipment of Cabernet Sauvignon. Go through your files to see who buys Cabernet Sauvignon and send them a postcard or letter about it. Reference the fact that they’ve bought this from you in the past, then offer to hold some of them for a few days. Since you’re loyal to them, they’ll be loyal to you.
Help your customers.
Write a monthly, quarterly or even semi-annual letter to keep customers or clients informed about issues that might relate to them—changes in the tax code, computer software compatibility problems, whatever. Give people the information they can use and they will think of you as a resource.
Surprise your customers.
Send your best customers a gift certificate in the off-season or a useful premium with your name on it. Since they haven’t asked for this and haven’t “earned it” through some points program, they are surprised and delighted. Which brings us to…
Delight your customers.
Go beyond birthday and anniversary cards and gifts. Write a spouse to remind him or her that the special occasion is coming up. Also, let the spouse know that you have some great gift ideas in stock.
Thank your customers.
“Please” and “Thank you” may be the most powerful words in the English language. A sincere thank-you letter following up a purchase is always appreciated. Say, “Please let me know if there’s anything else we can do for you,” and customers may take you up on your offer.
Reward your customers.
Maybe you give out punch cards with offers of a free ice-cream cone with every ten purchased. Call it a “Membership Card” and take some personal information before you give it out. Maybe send members of the program a card on their birthday, with an offer of a free sundae. The card becomes a symbol of a more personal relationship.
These are just some ideas to help you grow closer to your clients. You may come up with more targeted ideas the more you know your customer base. In a culture where automation and online processes have kept your customers at arm’s length, extend a friendly hand and get to know those you do business with!
