What's the Secret to Repeat Business?
By 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 Hughes is an accomplished internet entrepreneur and
editor of the popular ProBizTips Newsletter. You can learn
more about Diane and her success in helping many start a
home business and make money from home by clicking below:
http://www.viralmarketzone.com/diane
