Building loyal customers
In this podcast we look at how you can turn a prospect into a loyal customer. This has nothing to do with your product or your price. I mean if you had to constantly be the cheapest to get return business, that fact only proves there is no customer loyalty. This may seem like a bold statement, but bargain shoppers have no loyalty. They are only interested in the price and in may cases not even the product.
So we will assume we are not talking about the bargain hunter. There are three stages to a sale, pre-sale, sale and post sale. Pre-sale and post-sale are the loyalty building stages. During the pre-sale is when you talk about why you do what you do and how good your customers are treated. These promises have to be lived up to in the post-sale period. This is where you run out the testimonials and facts about customer satisfaction.
During the sale there is little you can do. This is a mutual transaction, you are getting money, and they are getting goods. If you are professional and your competition is equally professional it is hard to compete during this section.
Post-sale is the real proving ground. Once a person commits and is willing to join the group of people that have purchased from you, you should treat them like gold. This will guarantee repeat business, but most importantly it will get you all their friends and family. If you found a well that produced gold, you would ring everyone you cared about. You have to be that well. People must be excited about telling their group because the benefits of dealing with you must be shared.
This doesn’t have to be expensive, but it has to be honest and genuine. If you are planning a sale, perhaps an email to existing customer allowing them access a week before. We are talking benefits that customers get from just knowing you.
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Until next time keep working on your marketing and I hope everything you do brings you success.
Craig is the host of the "Making Business and Sale Work" podcast. Craig has experience in many online and offline business as well as working for many years as a criminal analyst.