Every holiday season companies send out hundreds of greetings cards and small gifts of appreciation to their customers. These are warm, delightful gestures, but are they worth the effort? When it comes to what you send customers, does it show you care about them as people or just as a source for money?
Customers want to know you care
Chances are, your company received a number of gifts this past holiday season, but did any of them really matter to you? Were they unique, special or personalized? Three weeks later, can you honestly remember who gave you what? The number one reason customers stop doing business with a company is an attitude of indifference. They don’t think you care about them as a valued customer or as a person. They feel like you treat them the same as every other customer. You market and sell, get customers to buy your product or service, do quality work, send an invoice, and then never call again. In a challenging economy like the current one, this ‘business as usual’ kind of practice can mean the death of an organization.
What do you do for your customers to show you care and appreciate their business on an ongoing personalized basis? How do you stay in touch? What do you do to help their business be successful on a regular basis? In this competitive marketplace, you’ve got to set yourself apart and do more than your competition. Impersonal holiday cards or standardized annual customer gifts are a waste of time and money if that is all you do to build loyal customer relationships.
Customers want to know you care about them, their business, their challenges, and them as individuals. Building trusted relationships, like with friends, takes time and constant contact. With spouses, friends or clients, once a year is not enough to keep things alive. The best way to develop loyal customer relationships is “face-to-face” time with them. These are relationship-building sessions. To stay best friends or keep customers loyal, you must spend quality time together on an ongoing, consistent basis. Most small service businesses have between 12 to 24 loyal customers who make up the majority of their profitable sales. If your important customer list is relatively small, it doesn’t take a lot of time to keep in touch and build lasting relationships with top customers on a regular basis.
Take care of your “Top 24”
Make a chart of your top 24 customers. Keep track of the meetings, contacts and relationship-building sessions you have with them. In order to maintain and keep these relationships, make a commitment to have two customer care meetings every week. This plan will insure you see each of your “Top 24” at least every three months. These settings must be face-to-face. They should include breakfast or lunch, ballgames, dinner meetings at your local industry association, golfing, fishing, hunting, or just after work refreshments. Get together in a fun setting where you can really get to know each other, let your hair down, and have some fun mixing business and pleasure. And remember, business meetings, negotiating contracts, arguing over price increases, taking orders, or transactional phone calls don’t qualify as relationship-building settings.
One-on-one time will allow you to discuss what really matters to your customers: their likes, dislikes, family, friends, and future. Find out how you can do more, provide better service or improve quality for them. Build trust and confidence. Laugh, learn and grow closer. Give them advice on how to grow their business, improve productivity, do a better job, or make more money. The key is to show them you care about their future success in every way you can.