Your work day is rolling along as usual. At some point a lady comes in, looks around, and winds up spending a nice amount of money with you. This is the kind of new customer you like! But once she leaves, how do you know she’s going to come back?
We talked about being courteous to your customers (or patients), even if they are a bit “trying”. Being nice is free and it works wonders when it comes to customer loyalty AND to word-of-mouth referrals.
Another key to customer loyalty is follow-up. By following up with them, you are letting them know that you appreciate their business, and we all like to feel appreciated.
What are you currently doing in the way of customer follow-up? Where do you begin?You may have that person’s name and even their phone number, but do you have any other information about them?
You need to consider some type of information gathering campaign. But let’s be clear… in a time when identity theft is everywhere, we have to be VERY careful about the types of information that we collect and what we do with that info. So, with that word of warning, we’ll move on.
Drawings are a tremendous way to positively influence your cash flow. With the sign-up for the drawing, you are collecting valuable customer information. Those customers will tell their friends who will also want a chance to win. You’ll get increased foot traffic that will most likely spend some time looking and possibly buying from you too. Now is a fantastic time to start this type of info collection campaign. You’ve got both the holiday season and the economy working in your favor for this.
A few key points to running a successful drawing: 1) the prize needs to be something good, not something you’re trying to get rid of 2) have your sign-up slip look decent, not like the work of a kindergartner 3) assure consumers that their information is safe and treat it like gold (because it is!!).
Do you have to buy some big super prize? No, you don’t. If yours is a service business, the prize could be use of one of you most valued services free for a year, 6 months, or whatever time frame you like. Or, you could offer one of your premier services at a reduced rate. Likewise, if you offer products, you could offer one of your really nice seasonal items as the prize.
What info do you collect and what do you do with that info? The most vital information is name and address. If you can get their email address and their birthday, even better. For a basic follow-up campaign, you can send that person seasonal cards. If you know their birthday, send them a birthday card. If you get their email address, you can notify them of specials, tell them about new inventory, send them coupons, give *special discounts for customers on your email list.
See how easy this can be?
Your follow-up program does not have to be costly or difficult. It can be as easy as sending a birthday card and an occasional email. The point is that you are staying in touch with them and giving them attention that random customers don’t get. You appreciate their patronage and you are telling them, and showing them, that you do. It won’t go unnoticed and your cash flow will appreciate the effort.
