3 Top Tips To Generate Repeat Business
How To Make More Sales Without Finding New Customers
It’s much easier to sell something to one of your existing customers than it is to sell to a brand-new prospect. The key reason for this is trust. When you’ve already sold something to someone, you’ve built trust. They gave you money, and in return you gave them a solution to their problem and hopefully now have a track record of delivering on your promises.
Trust goes a long way but doesn’t mean they’ll automatically become repeat customers. Here are our three R’s to remember in order to create repeat customers from your past clients:
First things first – make sure you product or service always delivers the desired results for your customer. The one sure way to guarantee this is to ask! Did they like your first product? Did it meet or exceed their expectations? Has their problem been solved?
Check in with your customer after the first sale – don’t just leave them out in the cold once the sale has been made. This is the difference between demonstrating that you’ll deliver a product versus demonstrating that you care, and will deliver a real value-add service!
One of our clients in the electrical goods industry has customers travel to their store every day from all across the country, not because they have the lowest prices, but because they have built a reputation for excellent after-sales service – if anything goes wrong, you are guaranteed they will look after you!
If you can prove that you have a quality product or service, and you care about your customers well-being, you’re already on track towards making the second sale.
Clever businesses know that the key to future profitability lies in fostering a close and enriching relationship with your customers. If you go into a restaurant and the head waiter remembers your name, or your favourite tipple, your impressed right? They have just differentiated themselves a little from the competition and made a lasting impression on you.
Don’t be afraid to be a little bit personal with your customers – it helps them remember you. Maintaining and enhancing customer goodwill will also help to generate positive word-of-mouth – a key marketing strategy in this day and age of advertising clutter.
Another tip – don’t forget to ask your customers back! It might be hard to believe, but your customers aren’t devoting nearly as much time to thinking about your business as you are. Let them know from time to time that you’re still around. It doesn’t have to be ‘salesy’—after all, you’ve already sold them once. Include them on a mailing list with product/service updates and special offers, or simply call once in a while to touch base or let them know of a new product or service they might really like.
Consumers appreciate feeling valued and they also relish getting a good deal! If you do not already have a loyalty programme established, why not offer your good customers an extra incentive to come back and shop more often with you.
An excellent example of this is the Dunnes Stores Shop & Save offer where if you spend €50 on groceries you receive €10 off your next week’s shop and if you spend €100, you receive €20 off. Always a lover of a good deal, I will go out of my way to make sure I get to Dunnes Stores to do my weekly shopping to use my voucher! This incentive scheme not only helps increase average euro sale, it also ties the customer into shopping with them on a weekly basis rather than chopping and changing between stores.
What can you offer your customers to make feel valued and increase their loyalty towards you?
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Paul Fagan is Managing Director of Business Coaching Ireland, which is part of the largest business coaching, mentoring and training franchise company in the world, ActionCOACH Business Coaching. Business Coaching Ireland are providers of the ManagementWorks Business Growth Programme and Business Leadership Programme.