Watch Your Customers Grow - Part 1

by Stuart Ayling of Marketing Nous

Nurturing your customers and helping them to develop into better people (who use more of what you sell) is often like raising children - but without the teenage worries! Customers need help to know how best to use your products and services. Look out for their needs and you will be rewarded in multiples.

I can hear some of you thinking "Me! Nurture customers! How can I do that?" The good news is that it's not too hard. Just give yourself some time to get into a few good habits and…before you know it...you'll find yourself wanting the best for your customers every day.

Nurturing activities come in many shapes and sizes. Try some of these for fit:

Make it super easy for your customers to select which item they need from your range.

• Give information and tips to put them on the right track.


• Give your customers a guarantee of quality. If you don't think you can do this have a serious think about how good your products are. Did you know that even for those companies offering a 100% money back guarantee, a very small percentage of customers ever use it. It's the perception that counts!


• Have a returns policy for your goods that is easy to follow and accessible to your customers.


• Make sure your staff have the 'right' attitude. Keep them up to date with regular training that is good for them and for you.


• Communicate with your customers regularly on topics that are timely and of value to them. Don't just call them when you want something done - like a sale or special offer to fill your slow periods. Email is often the tool of choice these days as it is convenient, ubiquitous, cost-effective and potentially interactive.


• Surprise them. Give them a bonus when appropriate. Give them something special to tell their friends and neighbours about. It might be a bonus product, special offer, upgraded delivery or service, fast-response time etc


• Make customers feel at ease in your store, office or service area. Are they comfortable? Is it intimidating? Consider the effect of furnishings, décor/fittings, layout or location. Find out what works best.

Continued in Part 2