Watch Your Customers Grow - Part 2

by Stuart Ayling of Marketing Nous

Now that we're thinking on the same wave-length you will see there are many places where you can nurture your customers.
Try it:
- On your web site.
- On your packaging.
- In your communications.
- During the sale process.
- When you make deliveries.
- When you are running special events.
- When your customers come to visit you at your store, office or facilities.

Just like raising children, when you look after your customers - with their best interests at heart - they will recognise the integrity of your actions and reward you in many ways. (Although children are sometimes slow to respond!)

You can expect to get:

• Greater loyalty - within reason. You always need to offer value.
• Higher average sales - as your customer will be more likely to purchase other items.
• Higher profit margins - within reason. Loyal customers who appreciate that you do look after them are more willing to pay a premium for buying from you. At least they will be less likely to shop around purely for the lowest price.
• More cost effective marketing. You will attract more customers for your marketing dollar, and achieve higher value sales.
• Lower customer churn rates. Why would your customers buy elsewhere when they recognise the value you provide? (Competitively priced for your offering, of course)
• A deeper, more meaningful relationship with your customers - enabling you to weather the inevitable problems that arise. You must earn the trust of your customers.
• A more secure future for your business - which means less worry for you and your staff.

Have a good look around you. How many businesses do you see nurturing their customers? See the opportunity for you?

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

9 Ways to Keep Clients Coming Back for More #9

by Stuart Ayling of Marketing Nous

9) Send reminders.

Many businesses have the opportunity to offer ongoing services for previous clients. Send a reminder about servicing, maintenance, periodic reviews, or changes to relevant regulatory requirements.


Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #8

by Stuart Ayling of Marketing Nous

8) Promote your business.

Demonstrate the value you can provide. If you have recently written a useful report, or presented a topic at a conference, or issued a press release, or conducted some research, or completed an interesting project, tell your clients about it. Don't keep your hard work a secret.


Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #7

by Stuart Ayling of Marketing Nous

7) Ring them up.

Where possible get on the phone to previous clients and have a chat. Make it brief but meaningful. Keep posted on their current projects and priorities. Seek out ways you can help.


Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #6

by Stuart Ayling of Marketing Nous

6) Write a note.

Get a pen and write a personal message. This could be triggered by seasonal activities, birthdays, business events, or personal circumstances. Let your clients know you are still thinking of them.


Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #5

by Stuart Ayling of Marketing Nous

5) Run special events.

Offer a free (or low cost) seminar to your clients on current issues. Invite complementary businesses, local business people, or celebrities to present new ideas. Use breakfast meetings, lunchtime executive briefings, or evening functions. The key here is to add value for your clients, outside of their usual dealings with you.


Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #4

by Stuart Ayling of Marketing Nous

4) Make special offers.

Find ways to encourage previous clients to buy from you. Examples may be: package offers; time sensitive deals; introducing new services; pre-releasing information or products to current clients before the general public.


Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #3

by Stuart Ayling of Marketing Nous

3) Use direct mail.

This is your pipeline to future sales. Create regular opportunities to communicate directly with your previous clients, especially if your service has a long sales cycle. Keep in touch between purchase decisions.

Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #2

by Stuart Ayling of Marketing Nous

2) Maintain your database.

This can be as simple or complex as you like. Just make sure it meets the needs of your business. You must have suitable contact details, and preferably some measure of sales value. For example, I use email extensively with my clients, so having current email addresses is paramount. But I have clients who must use regular postal mail to communicate with their clients, as their clients do not widely use email. So postal address details are critical in their situation.

Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

9 Ways to Keep Clients Coming Back for More #1

by Stuart Ayling of Marketing Nous


A lot of effort is put into getting new clients. We all know our client base will change. Previous clients can move to a new area, sell their business, close down, or change their priorities. So finding new business is always important - but so is keeping your previous clients. Here are nine ways to keep previous clients coming back for more!


1) Provide exceptional service.

Sounds obvious, but is very hard to do consistently. If clients believe they can't do better elsewhere, they won't succumb to the temptation of trying another provider.


Related posts: Tip #1, Tip #2, Tip #3, Tip #4, Tip #5, Tip #6, Tip #7, Tip #8, Tip #9.

Business Boo-Boo: Competing on Price

According to customer service consultant Paul Levesque in this month's CEO Refresher journal, competing on price makes the list of The Five Biggest Customer Service Blunders of all Time.

If "cheapest price" is not your market niche, competing on price can actually be damaging to your business. Market research confirms time and again that price is typically not even in the top three things a customer is looking for - in fact, quality is number one.

Paul Levenesque explains:

"It's one of the most common (and most costly) mistakes in business. Price becomes the deciding factor in purchasing decisions only when everything else is equal - and everything else is almost never equal.

Businesses compete on the perception of value, and this includes more than price. It's shaped by the total customer experience - and aspects such as "helpfulness," "friendliness," and "the personal touch" often give the competitive advantage to businesses that actually charge slightly more for their basic goods and services.

Those businesses that deliver a superior total experience from the inside out (that is, as a product of a strongly customer-focused culture) are typically those that enjoy a long-term competitive advantage - along with virtual immunity from the kinds of headaches that plague everybody else."

The bottom line is this: customers go elsewhere when you don't satisfy them. The solution to customer retention is not always to drop your prices. The secret is to deliver better service than your competitors.