6. Be Eternally Grateful. Your cus- tomers are your bread and butter, so let them know how much you appreci- ate their business. There are a lot of creative, thoughtful ways to say thank you: Send your customers handwrit- ten thank-you notes, take them to breakfast or lunch, or send a small gift such as fruit, nuts, flowers, or gourmet coffee. A heartfelt “thank you” is a little way to make a big impression on your customer.
7. Hold a Customer Appreciation
Day. At least once a year, honor your customers with a no-sales-allowed customer appreciation day. Consider holding a reception for your custom- ers at your store or company offices. Honor long-distance customers with a card or gift to express your apprecia- tion, and give long-term customers extra recognition. If your company publishes a newsletter, reserve a page to thank your customers in honor of the “holiday.” Show your clients you don’t take them for granted. 8. Make Realistic Promises – Then Deliver More. The best way to show customers you care is to do more than you have to do to keep them. It’s always better to exceed your cus- tomers’ expectations than to make promises you can’t keep. Know your own and your company’s capabilities and limitations so, if you’re able to deliver more than you promised, your customer will be pleasantly surprised. 9. Pay Attention to Your Cus-
tomer. Your customers know their businesses best, so let them tell you exactly how to best meet their needs. You may know what they need now, but, to keep track of changes, listen to customers carefully. What your customer says to you helps you sell more than anything you could say to your customer. 10. Customize Your Correspon-
dence. The “Dear Valued Customer” greeting may be quick and easy, but it probably won’t make your customers feel valued. You can tell your custom- ers you value them, but the proof is in the details. Whenever possible, personalize your correspondence
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with your customer’s correctly spelled name. Invoices count, too. Yours should be easy to read and under- stand. The description of the item purchased should make your custom- ers feel they got their money’s worth – and then some. 11. Surprise Your Customers. Make note of customer birthdays and surprise them with a card or gift on the special day. Send notes of con- gratulations for births, promotions, engagements, or anniversaries. Make a habit of doing something special for your customers for no reason at all. In return they may surprise you with a new order.
12. Make Buying Fast and Easy. When your customers call, they don’t want to spend valuable time on hold or get held up by slow service. Make sure calls and orders are taken and processed quickly. Knowing they can call and place an order in just a few moments could make the difference between your customers ordering today and postponing it indefinitely. 13. Differentiate Your Business.
Your company’s products and ser- vices aren’t average, and its image shouldn’t be, either. Instead of blend- ing into the woodwork, make your organization stand out like a beacon. Use interesting colors, signs, and logos to show your customers your business isn’t like all the rest – it’s better.
14. Make Some Changes. If your business looks and operates the same
way it did 10 years ago, it’s time to bring it up to speed. Customers need to know your company isn’t afraid to change with (or ahead of) the times. Even if it’s just a new layout for your newsletter or a new product introduc- tion, such subtle changes may be enough to spark a prospect’s interest. At the least, it will help shake up a stagnant organization. 15. Respond Promptly. Time is money for you and your customers. Don’t risk making them feel unim- portant by returning their calls late. When your customers call you with questions, try to answer them or make decisions immediately. And be sure to return all phone calls – one of them could be a valuable opportunity in disguise.
16. Add Value. Give your custom- ers a little more than they bargained for. I know of a printer who fills orders for letterhead, then adds an extra 100 sheets personalized with the company president’s name. Those 100 sheets may not be what keeps the customer coming back, but the printer’s effort to give customers a little more for their money probably does. There’s no guarantee your new customers will stay yours, but you can improve the odds that they will. When it comes to customer loyalty, little things mean a lot. Take the time and make the effort to go the extra mile for your customers – they may thank you with their repeat business for many years to come.
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