Okay, so your marketing has paid off - you have new customers. The key to
growing your business is to effectively communicate and leverage these new
customers into advocates for your products and services and purchasers of
This can be done in a variety of ways. However, some
basics steps must be followed to ensure retention. Here are a few tips you
can use to develop long-term relationships with newly acquired customers.
1. Proactively shape impressions about your business.
Whether you're sending a welcome message, making the first contact via
phone, or sending a letter, be sure to position you company for the
long-term. Often times, individuals buy products without knowing a whole lot
about the company their buying from.
A popular tactic is sending a welcome kit or an overview letter that
introduces your company, your values, and the additional resources you have
available for your customers including a support email address, 1-800 number
and so on. This lets you control your company's image among newly acquired
customers. Otherwise, your customers are free to form their own opinion
without any guidance whatsoever.
2. Categorize your customer.
Is your customer a high potential? Are they a transactional buyer that
will likely never buy from you again unless you offer the lowest price? By
segmenting your buyers based on your existing database or known behaviors,
you can develop customized communication plans to retain them for years to
come. Some communication plan may be focused on up-sell while others may
only be focused on retention. The communication plan you implement should be
based on the proper categorization of your customer.
3. Show your thanks.
Once you've acquired a customer, don't forget to thank them. This may
seem trite, but done properly, this goes a long way. Often a hand-written
note or personalized email from a company president can do the trick. The
real key is to make the customer feel good about the purchase they've made
and the company they've chose.
4. Provide consistency among all touch points.
Once you've acquired a new customer, you must make sure that you provide
a consistent user experience. For example, if the prospect contacts your
technical support rep the first day after they've purchased a product and
receive an answer to their question, then call the following day only to
receive a different answer, they're going to lose faith in your company's
ability to provide consistent and reliable support.
You can benefit greatly by developing procedures that can be documented
and delivered consistently - meeting customer expectations. This builds
trust in your business and can minimize defections. If the consumer knows
they can count on you to give them what they need/want, they'll be willing
to forgo a better price or promise of a better deal elsewhere.
5. Share customer testimonials on future marketing pieces.
Many marketers believe that testimonials are only for prospects. The
truth is that testimonials can help retain customers, especially new ones,
when they are exposed to positive experiences of individuals just like them.
In addition to sharing testimonials, it is always a best practice to ask
newly acquired customers (within 30 days of purchase) for their
The benefit of reaching out to your customers is that if a problem
exists, you can react to it and if they have something positive to say about
your product or business, it can be used to reinforce your brand. (Note: be
sure to get permission to publish a customer’s testimonial).
These techniques are very effective for maximizing lifetime customer
value. By shaping the image of your company, providing a consistent
experience, and sharing testimonials for similar customers, you can develop
a positive, lasting impression with your marketplace.
Most importantly, keep it simple. Don't overwhelm your new customers with
tons of email, or direct mail. Develop a well thought-out communication plan
that has a definite purpose. And most importantly, remember to thank your
customers for choosing your company, product or service.
Customers Buy When They Feel Good
Prospective customers will not buy unless they feel good
about you, your company and your product or service. Here
are 4 simple ways you can stimulate their good feelings
...and motivate them to buy.
Set Marketing Goals To Build Your Confidence
Whatever your business you won’t succeed unless you make it a habit to do some marketing
every day. Start small, set tiny achievable marketing goals. If you do that, your business will be a
16 Closely Guarded Secrets to Influence and Win Prospects.
A very good list and short descriptions.
10 Ways to Build Trust and Build Your Business
Before making a purchase from you, buyers need to trust that your products and services will do what they are supposed to. Does your marketing help establish the trust necessary to convince prospects to buy from you? If you're struggling to attract clients and customers, use the following tactics to convert prospects to clients.
What is Your Marketing Message?
Marketing is creating the impression people get about your company and its products and services. It happens through many forms of communication including things as basic as how your phone is answered, what your marketing collateral looks like—including business cards and letterhead—to the even more crucial direct contact of sales and customer service personnel.
home] [EntrepreneurismBible.com home]
About The Author:
Michael Fleischner is a marketing expert with more than 12 years
marketing experience. He has appeared on The TODAY Show, Bloomberg
Radio, and other major media. For more free marketing articles like this