As business owners, we know our brand is important for attracting new customers. An attractive logo, an easy to remember name, or a catchy tagline could be what leads a potential customer to call you over the other guys. But is a logo enough to make them stay? Are they going to be repeat customers because they like your commercials? Not likely. The 80/20 rules states that 80% of your future revenue will come from 20% of your current customer base, meaning it is imperative that you create a loyal fanbase that chooses to do business with you again and again and recommends you to their friends. So, how do you create this loyal fanbase? You earn it.
Tip 1: Know Your Customers
You know that feeling you get when you go to your favorite restaurant and they address you by name and remember something about you? It makes you feel valued and it’s a familiarity that keeps you coming back. One of the most important things you can do is show your customers that you don’t see them as a transaction, but as part of your family. This will make them commit to purchasing more of your products or services and share those experiences with their friends and family. To show your customers that you value them, you have to get to know them. Collect information about them such as their birthdays or anniversaries, store them in your database and send personalized cards or emails. Have your techs or call-takers note anything special or unique about customers, such as an upcoming grandchild or their pet’s names. The more you know about your customers, the better you will be able to serve them and the more loyal they will become.
Tip 2: Make a Promise & Consistently Deliver on It
If you say that a drug-free, background-checked technician will show up between 2 to 3 pm, then that’s who and when they better show up. If you have a 100% Satisfaction Guarantee, honor it without question. By consistently delivering on your promises, you are reinforcing your customers’ expectations. Repetition builds reputation. Your customers will remain loyal to you as long as you are consistently delivering on your promises. It’s much easier for a customer to continue to use a company they know and trust versus calling someone new and not knowing what to expect. Customers must be able to count on you to deliver the same outstanding services time after time. And if an issue arises, they need to know that it will be addressed immediately and with individual consideration.
Tip 3: Align Yourself with Like-Minded Businesses
When possible, align yourself with like-minded brands that offer complementary services. If you have fellow SGI members in your area this is a pretty easy win for both of you. For example, if you run a plumbing company and have a client that is doing a bathroom remodel, they may need someone to install new lighting. By being able to recommend a reliable company to complete the job, you are increasing your value to the customer and with reciprocity you are also increasing your customer reach. It’s ok to align with non-SGI members, too—just make sure they share the same values and level of service as you do.
Tip 4: Be Responsive
The easiest way to win a customer is by being responsive. This goes for answering your phones, emailing, interacting on social media, and responding to reviews. If you are aren’t answering your calls within 2 to 3 rings, your potential customer is going to hang up and call the next company listed on their Google search. How you respond to reviews is also important. You should be responding to all reviews, positive or negative. When responding to positive reviews, personalize it by using their name, and mentioning something about the call if possible. “Thank you, Mrs. Johnson. It was a pleasuring working with you. Good luck with the rest of your remodel!” As for negative reviews, always apologize, accept full responsibility, and insist on making it right. You won’t be able to please everyone but the way you respond to negative reviews shows a lot about your company and can positively influence potential customers. If you do not have the time to maintain all channels of communication, you need to create a process and delegate the responsibilities to someone else.
Building customer loyalty requires a deep commitment from you and your team but it pays for itself tenfold. Loyal customers buy 90% more frequently, spend 60% more and are five times more likely to recommend you to friends. All your customers are important—but your repeat customers are your most valuable.