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Keeping Clients Happy Keeps them
Coming Back
Running a business is about providing goods
and services to human beings. Their experience with you can make the
difference between a good day, a terrible day, a nothing-special
day, and a "WOW" day for them! Wouldn't you like to be the reason a
client's day changes from boring to "WOW?"
The benefits of this approach are good for everyone involved. Your
client will be satisfied with your service and will therefore come
back to you for repeat business. By making a great impression and
exceeding expectations, you have a better chance of establishing a
long-term relationship with this client, and increasing your sales.
Also, you'll be strategizing your unique positioning in the
marketplace by making your business stand out from the rest. If you
take the time to do something unusual and special, the client will
think of you again next time.
There are many ways you can "WOW" your client, but here are five of
them:
1. Remember Diary Dates
Use your database to make note of each client's birthday, wedding
anniversary, their children's birthdays, religious celebrations and
any other important dates in their life. Send a reduced-rate offer
or gift voucher (to use next time they need your service) and a card
to them on that day. This gesture shows your interest in a long-term
relationship, not just a quick sale.
2. Offer Unique Free Extras
Think of something uncommon that is not offered in your industry.
Give this to your clients for free. It should be something fun and
something that makes them talk about you all over town. For example,
if you're a dentist, you may offer a $300 voucher to your clients on
the third anniversary of the day they became your client. This
should entitle the client to a free dental service or dental product
(up to the value of $300) from you. The client should be able to
spend the voucher however they wish.
3. Turn Complaints Around
Your clients won't always be happy, but you can save their patronage
by resolving their problem quickly and to their benefit. For
example, if you own a restaurant and a guest is unhappy with their
food, offer a free meal before they even asks. If you take care of
the situation quickly and effectively, they'll be back again.
4. Reward Referrals In A Big Way
Most small business owners simply send a thank you card to the
client that sends them a referral. That's okay if you want to be
like every other business. To set your business apart from the
"thank you card givers," you can include a gift with the card.
Concert tickets are fine, but a gift that enhances the client's way
of life will probably be more appreciated. For example, if your
client is an attorney, you may get them a free pass to an
educational seminar. Rewarding your clients for a referral will
ensure that they repeat the gesture in future.
5. Go The Extra Mile
By this, I'm referring to spontaneous acts of kindness. Demonstrate
that you're willing to extend yourself beyond typical boundaries of
time and resources to meet the needs of your clients. Does your
client have a request you don't normally accommodate, but that is
easily doable and not time-consuming? Say you'd be happy to do that
for them, and pool your abilities and resources to get that service
for the client. For example, say you own a single-outlet fashion
shop, and a customer asks whether you have a certain garment in red.
Let's assume you never stock that particular garment in red. There
are two "WOW" things you can do here. Your customer will certainly
appreciate it if you either put in a special order to get the red
color in for her, or you direct her to another fashion shop to buy
it there. This is a small gesture but you'll be surprised how many
fashion shop reps would say: "Sorry we don't stock it, is there
anything else I can help you with?"
When you pay attention to your clients and demonstrate that you care
about their experience with you as much as the bottom line, they
will remember you and return. If you treat your clients as faceless
numbers and don't convey your appreciation for their patronage,
nothing stops them from trying somewhere else! Countless businesses
are waiting to step in your shoes, so make sure you do your best to
exceed client expectations. If you add the "WOW Factor" to what you
offer your clients, they'll do business with you repeatedly. They'll
become your raving fans, and will talk about you to their family and
friends.
Making a strong impression that you care about your client's
satisfaction will encourage referrals and make your profits soar.
Copyright © 2005 by Habiba Abubakar and Emprez. All rights reserved.
Note: You are welcome to republish this article as long as you do so
in its entirety and the "about the author" bit at the end is
included fully and unaltered.
About The Author
Habiba Abubakar, a.k.a. The Profit Diva, specializes in helping
small business owners who are struggling to increase their client
base and are tired of earning mediocre profits. Her FREE
business-building newsletter covers proven, low-cost, and
immediately usable marketing strategies. Sign up for your FREE copy
at http://www.profitdiva.com
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