follow me on twitterDear reader,
Today I would like to talk about the gold that is in any company. You might not be able to identify it immediately, but you have got it. Your company’s gold is in your clients. How do I mean? Let me give you a small example.
Only a few days ago, I ordered some really small products from a website. Total value about $15, shipping was almost more expensive. I ordered the products, payed for them using paypal and received a confirmation email. This is all standard procedure. But here it comes.
About an hour later I received an email from the company I bought the products from, thanking me for my business and there was a code which will give me 10% discount on the next purchase.
Do you understand what is going on here? Watch the text closely, as there are two important teasers in it:
- I am thanked for my business
- I get 10% off on my next purchase
Thanking me for my business seems simple, but it makes me feel a valued customer, not just the next buyer of a mass product. Giving me 10% off on my next purchase makes me think about what else I would like to purchase from this store, even though I had already made my choice and purchased products after careful thinking. And this is what makes customer care work: I actually think about another purchase while I don’t need it.
This is part of the ‘keeping the customer’ policy, which is one of the most important in business. It is cheaper to keep a current customer than to find a new one. And this salesperson understood this very well.
So if you have a running business, small or big, you have at least a few customers already. And there are several powerful things you can do to keep them, and even make them think about other products or services you offer. If a customer is happy with your current products or services, he or she might easily think about purchasing other products from you, and if you throw in a small discount for a returning customer, you are almost sure of another sale.
Make sure your customer knows what you have to offer. Communicate clearly what else you can do. Get the customer to ask you for other things, or talk to him just to exchange ideas. That will create a strong relationship with your customer.
But never forget business rule number one: Work hard and earn what you charge. And remember, my dear audience, a lost sale is a good experience for the next one.
Here’s to your success as a businessperson.
(c)2008 by Servaas Schrama
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