How To Keep Your Customers

Bain & Co recently released a study that found keeping just 5% more of your regular customers per year can increase your sales by 25-95%! With returns like that, it’s impossible to ignore the benefit of keeping your customers as happy as possible, and yet sometimes we go about it the wrong way.

For example, demographic studies are popular, but they don’t let you see your customers as people. If you want to retain them long term, get to know them. Ask your customers or potential customers questions about their lives, what they envision for their futures, and what they’re looking to get out of their relationship with your company. It’s invaluable information that will help you steer your relationship with them in the right direction.

Make sure you communicate regularly with your customers. A good way to ensure this happens to create a communication schedule, so that reaching out becomes routine. For example, make sure you make contact when you meet them, when they buy something, to follow up, and then in between sales points, so they know you consider them a priority.

Finally, make sure you exceed their expectations at every point. You never want to be in a position where you promised (or even suggested) something that you couldn’t deliver on. It is always better to encourage moderate expectations and then blow them away rather than to disappoint them because something fell through. This way they’ll always think of your company as a superhero!

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