What's the Secret to Repeat Business?
by Diane Hughes
Copyright 2004 Diane Hughes
When you think about ways to gain repeat business
from your customers, you probably turn your thoughts to marketing
efforts such as advertising, public relations and other means that
will allow you to repeatedly be seen. However, without one particular
element included in your plan, your efforts to entice customers to
buy over and over will fail. Even autoresponders - the "king"
of repeat exposure - can't produce the type of loyalty needed to ensure
your customers continually send their dollars your way.
This missing link is often not even considered as
part of a marketing plan - but it should be! What is the secret to
repeat business? Exceptional customer service. Are you surprised?
You really shouldn't be. Put yourself in "consumer mode"
for the next minute or two and let's explore the power of a solid
customer service program.
Think of the last time you purchased from a business
and had a poor experience. What brought you to the business to begin
with? Maybe low price. Perhaps it was that the company had a product/service
you needed immediately. Even selection can play a role in attracting
us to a business. But once you bought, what happened next?
When the product didn't live up to your standards
or when the service didn't work as expected, did you get the response
you needed? Did the company show concern for your position? Did they
correct the mistake or issue a refund? If not, you - like most others
- probably left vowing never to buy from them again.
What you experienced was a marketing plan that had
no follow-through. They were able to entice you and draw you in. They
were successful in getting you to spend your money. However, when
it came time for the plan to promote "backend sales", it
failed. It had no follow-through and they lost the remainder of your
business for life.
Here are several things to consider when creating
a customer service program that will help to boost your marketing
plan and your repeat business.
1. Weigh your options. Many small
business owners panic at the sound of the word "refund".
Don't! Think seriously about what you'll be losing. You could take
a small loss of $29.95 now (or whatever the cost of the product is)
in exchange for future sales; or you can retain your $29.95 and lose
hundreds or thousands of dollars later in future business. If their
complaints are handled to their satisfaction, the majority of consumers
say they will buy from your company again.
2. Get personal. The number one
complaint most consumers have is that businesses don't appear to care
whether they buy from them or not. Get to know your customers. Send
a thank you note or small gift when a purchase is made. Fire off a
short "just checking in" email when the customer's purchases
seem to slow down just to ensure all is OK. This extra effort will
be noticed - and appreciated.
3. Follow through. If and when a
problem with a customer does arise, be sure to follow through. Don't
simply tell the customer that you'll ship a replacement product immediately.
Call or email them a day or two later to be sure the new product arrived
and is working as needed. This is a true way to WOW your customers
and lock in future purchases.
4. Have a plan. Don't fall victim
to "policy", but do have a flexible plan of action for when
customers aren't 100% satisfied. Knowing what you plan to do will
alleviate some of the shock and stress associated with handling unsatisfied
customers. It will also allow you to present yourself in a helpful
and friendly way when working to fix the problem.
A 1996 study performed by the U.S. White House Office
of Consumer Affairs proved that, if you treat your customers with
genuine caring and fairness, they will indeed reward you with their
repeat business for years to come. That's something you just can't
get from ads or autoresponders!
Diane C. Hughes * ProBizTips.com
FREE Report: Amazingly Simple (Yet Super Powerful) Ways To Skyrocket
Your Sales And Build Your Business Into A Tower of Profits! http://madmarketer.com/diane
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