marketingmatters
make everyday Valentine’sDay
JohnMcClements onmaking your clients feel loved
Tracing the history of Valentine’s Day raises almost as many questions as answers and is probably not worth the effort. One thing for sure however is that it is a day when we should get a chance to do something for that special person in our lives.
Making someone feel special is a truly wonderful thing. It makes that person feel important, feel wanted and it can make them feel truly special. Now just slow down for a moment and think what it could mean for your business if you could make each and every one of your clients feel, important, wanted and truly special!
Now think what could happen if you make them feel this way not for just one day per year, but for every day in the year? The bond you would be building with each client would be close to unbreakable. It would become very difficult for competitors to ‘steal’ your clients away, remembering here of course that your competitors can be the butcher, the baker or the candlestick maker, as well as the salon just down the road. You build a bond with your clients, you make each one feel that they are the most important person in your business. Help them find what is right for them, help them achieve what they want to achieve and you will have a happy satisfied long-term client.You will have achieved ‘customer satisfaction’
customer satisfaction
Customer satisfaction is at the heart of the selling process. It is what keeps clients coming back again and again. Encouraging new clients to your business takes time and effort (not forgetting money!) so once you have them it is vital that you keep them.
One estimate is that it costs five times as much to attract a new client as it does to keep an existing one. The relationship between the client and you, your business and your colleagues, is therefore, a vital ingredient in your marketing mix.
the client ladder
Building client relationships can be seen as moving up a ladder. At the top rung of the ladder are your loyal customers (supporters).Your ‘supporters’ are that happy band of clients who have become ‘friends’ and think of themselves as almost ‘part of the family’. They will be loyal and stay with you through thick and thin as long as you look after them. They will feel important, better still, they will know that you think they are important.
The ladder consists of four main rungs (with four being the highest): 4 – Supporters 3 - Regular customers 2 - Occasional users 1 - One-off purchasers
The aim is of course to get all your clients on the top rung of the ladder as quickly as
possible.Yes there will
always be clients on the lower rungs, one-off purchasers, maybe people passing through your area who may never return.With most, however, it will be down to how they feel about you and your colleagues.
if things go wrong
A very important part of client relationships is how you and your team react when things do not go quite as they should, which will happen no matter how professional and well organised you are. Most clients are reasonable, they know things can sometimes go wrong - they also get things wrong from time to time, we are all human.
If and when something does go wrong, you should try to turn it to your advantage by impressing the client by the positive action you take to put things right as soon as possible. Often, in fact very often, people (the clients) do not remember the problem, they remember only how you reacted to it. React in a positive and timely manner, show the client it is important to you that you make things right for them and it will go a long way to making them feel important and special, perhaps even that they are your most important client of all! The truth however really is, that every client you have, is in fact your most valuable client in one way or another.
Good luck - go make a client feel special today.
JohnMcClements is amarketing
expert who runsAyurvedic training courses in Goa, India.
114 GUILD NEWS
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