So you’ve managed to secure a new customer. Marketing has paid off. Now what? Here are some critical steps to help keep and grow your new customers.
1. Be proactive in your communications about your company’s history, values, and resources. Many times, new customers buy services or products without knowing much about the company they’re buying from. Consider sending them a welcome kit of information, or directing them to an 800 number for questions. If you don’t control your company’s image ….your new customer will without your input.
2. Find a way to categorize your customer. Are they higher potential? Will they buy again without lowering your price? If you segment your buyers based on known behavior, you can customize your communications to them, and either upsell them, or retain them. First step though, is being able to accurately categorize them…and that may take some research on your part.
3. Be thankful. It may seem like a small thing, but honestly thanking a new customer can lead to a lifetime relationship. The more personalized the thanks, the more they may believe the sentiment. If you can… hand write a note. Whatever you do, make every attempt to make them feel good about your company, and their decision to buy from you.
4. Be consistent at every touch point. Once you’ve acquired a new customer, you must make sure that you provide a consistent user experience. If you get technical or operational questions the day after a purchase, then follow that up the following day with a call to see if they’ve been resolved. You’ll need to automate this procedure…but it’s an important step toward developing your long-term relationship, and their belief in you as a truly caring resource. People will often pay more for the same product if it provides them with better service.
5. Use testimonials wherever you can. Testimonials are key in retaining customers, particularly new ones. Not only should you engage testimonials in your marketing, but you should be certain to check with your customers after their purchase in 30 days to see if they’re satisfied. If there’s an ongoing problem in your system, you’ll likely find it then.
Whatever you do, “KIS” it – keep it simple. Don’t overwhelm them with communications. Develop a simple plan, then stick to it, and measure it’s effectiveness. If you don’t know how, we can help.