Building a profitable brand means you not only have to figure out a way to attract customers, but you also need to master the art of making customers stick with you. If you are an entrepreneur and you find it hard to make customers stick with you, then it might be the time to dig deeper and find out the underlying cause.
Why do you need to care about making customers stick with you?
One of the indices of a brand in good standing is their ability to retain customers. If your customers keep coming back, it shows you are doing something right. On the other hand, if your customers are mostly one-time customers, it shows you are doing something wrong. The only exception to this if the item you sell or the service you provide is truly a one-off. Other than that, you need to do all you can to make customers stick with your brand.[Great Read: Here are the Top Three Reasons Why You Don’t Have Repeat Customers]
Another reason why you should care about making customers stick with you is that the costs associated with repeat business are, generally, significantly lower. 70% of companies say it’s cheaper to retain a customer than acquire one, while others have suggested that the cost of acquiring a new customer can be as much as seven times more expensive.
By targeting existing customers — with a demonstrable interest in your product and willingness to buy it — you’re giving yourself a much stronger chance of making a sale. Studies have proven that the probability of converting an existing customer is 60-70% whereas the likelihood of converting a new prospect is only 5 – 20%.
Marketing to existing customers not only offers a clear reduction in your ad spends, but it also presents a chance to demonstrate your commitment to rewarding loyalty — a nice brand uplift.[Great Read: The Step-by-Step Details on How to Start Profiting from Passion]
10 Ways to Make Customers Stick
Now that you’ve learned about the importance of making customers stick with you, it’s time to explore ways to make them stick. Here are 10 ways.
1. Relate one to another
The word relationship means “relate one to another” and when you relate to your customer instead of talking over them, you help them feel good about doing business with you while also increasing the chances of the customer coming back. This feeling should not only be experienced by the customer when you are physically available, but a customer should also always feel good and feel like his/her voice is being heard even in your absence. This means that your employees should be properly trained in customer relations.
It does not matter if a customer spends a penny or a million during a transaction with your brand, you should always appreciate the patronage. One way to quickly turn people off is your lack of appreciation and this mostly happens when an entrepreneur feels a sense of entitlement. Yes, a customer might need what you offer but always remember that there are many other businesses who offer the same thing and are ready to show their appreciation. The more you appreciate a customer, the higher the likelihood that they’ll return and even bring a friend.[Great Read: How to Earn Loyalty from Your Current Customers and Turn Them into Raving Fans]
3. Under Promise
To make customers stick with you, your products and service must be remarkable. One great way of being remarkable is to “under-promise” your customers and then exceed their expectations consistently. Do not exceed their expectations one time only but make this a culture in your brand to always under-promise and over-deliver then watch customers stick with you through all seasons.
4. Adopt the “serve before you deserve approach”
When a customer asks for help, be sure to offer it even if you feel it will cost you extra time to fulfill that request. An example of this could be a logo designer whose customer is asking for a color change after the initial agreement.
Yes, this request might cost you an extra time to do it but it’s not necessarily going to involve so much brainwork. For requests like this, go ahead and honor it before you talk about extra charges. Most times, customers can sense when you are truly selfless and are always willing to reward your efforts with tips, referrals and even repeat business.[Great Read: How to Start Charging Customers What You Truly Deserve]
5. Loyalty Rewards
One of the best ways to make customers stick with you is by rewarding them from time to time. Your customers want to feel special and because they truly are, you must make it a priority to reward them often. Your reward could be in the form of coupons, a gift card, a commission for referrals, etc. The options are endless – you just need to know what will work in your specific type of business.
6. Be an expert
Your business is about solving problems and in order to solve a problem effectively, you must not only prove competence, but you must also prove that you are the best in your field. Being the best signifies expertise and when your customers view you as an expert, they’ll have little to no reasons not to stick with you. How can you become an expert? You must commit to consistently upgrading your skills.[Great Read: How to Conduct a Marketing Survey]
This involves surprising your customers. Be intentional about your service delivery such that your customers are consistently blown away by the effort you put in serving them. Do this often and watch them reward you with repeat business.
8. Connect beyond the point of sale
If you want to make your customers feel truly special and make them stick with you, find ways to connect with them beyond the point of sale. Ask about their welfare, attend their events if you are invited or send a representative if you are too busy, remember their birthdays and do what you can to always be of help.
That being said, connecting beyond the point of sale is not an excuse for sending annoying marketing messages or even stalking. Be moderate in your actions and never step outside the boundaries.[Great Read: 7 Ways to Monetize Your Skills]
9. Hold exclusive events
If you want your customers to stick with you, it’s time to start holding exclusive events. Exclusive means for a selected few and when your customers know that you planned an exclusive event just for them, it will be hard for them to come up with reasons not to do business with you.
10. Send personalized messages
Mass messages during festive seasons and special days are good but sending personalized messages are better. To make your customer feel special and valued, commit to sending them personalized messages. Sometimes, it might even be better to call. Each time you go beyond ordinary, you are sealing a repeat business in the minds of your customers.
Thank you for reading. Which of these 10 ways do you currently use and which are you planning to adopt. Please leave a comment below. Also, remember to subscribe to our blog so you won’t miss a thing.
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