marketingmatters keepcomingback! happyclients
JohnMcClements talks about keeping your existing clients
Repeat business from existing clients should be a major aim of every business. Introducing new products and therapies to your existing clients is many times less expensive than attracting new business from new clients.
In a previous issue we looked at the importance of attracting new clients, a necessary requirement mainly due to the unavoidable problem of natural wastage. Now, this time around we consider the importance of the keeping of these new clients after you have worked so hard to attract them! This in marketing jargon is what is known as ‘Relationship Marketing’. This is the stage when ‘new’ clients, become ‘existing’ clients!
relationship marketing
Relationship marketing is a form of marketing that was developed back in the 70s and 80s and concentrates on client retention rather than actual sales. Relationship marketing differs from other forms of marketing in that it recognises the long-term value to the business of keeping clients loyal, happy and involved. In relationship marketing the most important aspect is the existing client base and you must think about your clients as individuals, think about their needs, their desires and their goals. Think about each and every client as the most important element in your business. Remember also that all clients are important, it matters not if they visit you once a week or only once a year, they are all vital to your business and it is your job to make them feel that they are important and welcome.
making friends
Making your clients your ‘friends’ of course is a wonderful way to build on relationship marketing. For one thing it is a joy to work with friends and for another; friends are much less prone to taking their business elsewhere!
Building of ‘friendships’ does of course take time and you must show genuine concern for your clients’ needs. As your client becomes aware that you do in fact have a genuine interest in her or his interests a bond of trust and loyalty will develop which will ultimately benefit your business. To develop this bond consider the following:
Put the clients needs first. If you focus on your clients’ needs, your success will follow.
Keep in contact with your client. Friendly phone calls, tips and informative newsletters can help your client remember you. Use email to keep your clients up to date with things they may find of interest.
Don't make promises you can't keep. You're better off exceeding expectations than disappointing a client by eagerly promising something you can't do.
Communicate. If you have any problems such as product availability or double booking, let your client know as soon as possible so that alternative plans can be made if necessary.
Create a customer database or file. Whether you have many clients or just a few, make sure you keep records with important details about them. These details may vary depending on your business, but they may include their purchase history, special dates such as their birthday or anniversary, family member names or their favourite restaurant or leisure activity.
Never take your customers for granted. Your customers are the reason you are in business. Never assume they will always be there. Continue to earn their trust and show them you care and value their business.
Show your appreciation. Do little things to show how much you appreciate having them as a client. Send them a thank you card or token of appreciation. Do something nice for them. Sometimes it’s even as simple as just saying ‘thank you’.
Show an interest in them and their business. Ask questions. Find out what their challenges are and see if you can help them. Show them you understand their business.
To sum things up, it is suffice to say perhaps that your aim should be simply to make your clients feel important, which of course they are! Also worth remembering is that existing clients are an extremely valuable source of new business. It is always easier to introduce a new treatment or product to someone who already trusts you and respects your opinion.
JohnMcClements is amarketing
expert who runsAyurvedic training courses in Goa, India.
50 GUILD NEWS
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