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How
To Develop Loyal Customers
By Dennis Sommer (www.dennissommer.com)
Do you pat yourself on the back because you have so many
satisfied customers? Well, having satisfied customers
may not be good enough. In today's tough economic times
true success will be measured by the number of "loyal"
customers you have.
Sure, every company, salesman, and consultant wants satisfied
customers, but can or should you do better than that?
Should you have loyal customers?
What's the difference? Satisfied customers are still willing
to listen to your competitors, but loyal customers think
you are the greatest thing since sliced bread.
You develop loyal customers by continually asking your
satisfied customers if there's anything else you can do
for them. And once you have a loyal customer, make them
part of your team by asking them to refer you to their
friends and colleagues.
Never stop courting your loyal customers. Repeat customers
should make up 75% of your customer base.
How
to dazzle your customer base.
1. Go out of your way for loyal customers. Do them a favor.
Locate a hard to find item or, if your staff is tied up,
do the work yourself.
2. Under promise and over deliver. Do they need it in
two weeks? Give it to them in one.
3. Offer your best customers a benefit they didn't even
know existed. Did they miss a special offer? Give them
a discount anyway.
4. Follow up, especially after a big order or a major
project. Are they satisfied, or is there something else
you can do for them?
5. Above all, be honest. Don't oversell goods or services.
Show them you have their best interests at heart, and
you'll have a customer for life.
Keeping
Loyal Customers
Consider this, it costs six times more to sell something
to a new customer than to an existing one. Follow these
steps to keep your loyal customer base.
1. Within two days of making a sale, send your customers
a thank you note.
2. Thirty days later, send another note or call to find
out if the customer has any questions.
3. Within 90 days, send buyers another note telling them
about related products or services.
4. After nine months, ask for the names of three people
you can add to your mailing list.
5. On the one year anniversary of the sale, send a card,
perhaps with a discount included.
About The Author
- Dennis Sommer
 Dennis
Sommer is the founder and CEO of Executive Business Advisers,
a management consulting firm helping senior executives
maximize both sales and profit growth. Dennis specializes
in strategic planning, sales, marketing and operations
performance improvement.
Dennis is a highly
sought after author, keynote and seminar speaker on
sales, leadership and business best practices.
Contact Dennis at www.executivebusinessadvisers.com
or www.dennissommer.com
.
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