Page 23 - The Compass - Volume 14 Issue 3

MANAGEMENT
by Hayley Sandiford
LOYALTY PAYS

s business owners, we know our brand is important for BE RESPONSIVE
Aattracting new customers. An attractive logo, an easy The easiest way to win a customer is by being responsive. This
to remember name, or a catchy tagline could be what leads a goes for answering your phones, emailing, interacting on social
potential customer to call you over the other guys. But is a media, and responding to reviews. If you aren’t answering
logo enough to make them stay? Are they going to be repeat your calls within 2 to 3 rings, your potential customer is
customers because they like your commercials? Not likely. going to hang up and call the next company listed on their
The 80/20 rule states that 80% of your future revenue will Google search. How you respond to reviews is also important.
come from 20% of your current customer base, meaning it is You should be responding to all reviews, positive or negative.
imperative that you create a loyal fan base that chooses to do When responding to positive reviews, personalize it by
business with you again and again and recommends you to their using their name and mentioning something about the call if
friends. So, how do you create this loyal fan base? You earn it. possible. “Thank you, Mrs. Johnson. It was a pleasure working
KNOW YOUR CUSTOMERS with you. Good luck with the rest of your remodel!” As for
You know that feeling you get when you go to your favorite negative reviews, always apologize, accept full responsibility
restaurant and they address you by name and remember and insist on making it right. You won’t be able to please
something about you? It makes you feel valued, and it’s a everyone, but the way you respond to negative reviews shows
familiarity that keeps you coming back. One of the most a lot about your company and can positively influence potential
important things you can do is show your customers that you customers. If you do not have the time to maintain all channels
don’t see them as a transaction but as part of your family. This of communication, you need to create a process and delegate
will make them commit to purchasing more of your products the responsibilities to someone else.
or services and share those experiences with their friends and Building customer loyalty requires a deep commitment
family. To show your customers that you value them, you have from you and your team, but it pays for itself tenfold. Loyal
to get to know them. Collect information about them such as customers buy 90% more frequently, spend 60% more and are
their birthdays or anniversaries, store them in your database five times more likely to recommend you to friends. All your
and send personalized cards or emails. Have your techs or call- customers are important—but your repeat customers are your
takers note anything special or unique about customers, such most valuable. 
as an upcoming grandchild or their pet’s name. The more you
know about your customers, the better you will be able to serve
them and the more loyal they will become. HomeServiceChats.com (816) 282-0406
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 delivering on your promises 9:20 AM Customer
I need to have my AC checked.
consistently. It’s much easier for a customer to continue to use 9:21 AM Alice
Good Afternoon! We would love to
a company they know and trust versus calling someone new get your ac checked. What seems to
be going on with it today?
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
ALIGN YOURSELF WITH LIKE-MINDED BUSINESSES
When possible, align yourself with like-minded brands that WHY CHOOSE US
offer complementary services. If you have fellow SGI members
in your area, this is a pretty easy win for both of you. For Attract and recruit more 9:20 AM Customer
example, if you run a plumbing company and have a client techs. I need to have my AC checked.
that is doing a bathroom remodel, they may need someone to
install new lighting. By being able to recommend a reliable Provide 24/7 sales and 9:21 AM Alice
Good Morning! We would love to get
support for your website.
company to complete the job, you are increasing your value your ac checked. What seems to be
going on with it today?
to the customer, and with reciprocity, you are also increasing
your customer reach. It’s ok to align with non-SGI members, Get more customers from
your website and online
too—just make sure they share the same values and level of presence.
service as you do.
THE COMPASS | Issue 3 | 2019 23