You host an event, sponsor an event, or run a sale. You bring a mass of people to your business and all is well. Then the event is over. What do you have left?
Can you reach out to the people who attended?
Do you know who bought?
Can you reach out to these specific customers again, or do you have to run another ad?
The most valuable asset for any business is its customers and the relationship the business has with them. If you want to grow your business steadily, the relationship with your customers is a big part of doing so successfully.
Here are three things you can do to get started building and nurturing this key relationship:
First, develop a system to collect customer information. Give them a reason to willingly give the information to you. This is the most valuable action you can take.
You want to have them offer it to you not force it out of them.
You want their names, addresses, phone numbers, and e-mail addresses. It’s a bonus if you can get their birthdays, too. To make this happen, develop a system and train your staff to implement it. If you don’t want to develop your own, there are several options to purchase systems that others have developed. Some of these are based on low-tech systems such as 4×6 recipe cards; others are high-tech and rely on a computer or your POS system. If you need ideas, e-mail me at [email protected]
Second, follow up immediately with everyone. Reach out to all who leave their information with you. Thank them for coming in, purchasing, and leaving their contact information. The sooner you acknowledge this the better. The acknowledgement can be as simple as a postcard that says, “Thank You for stopping in today. We look forward to seeing you again.” You can also send this message via e-mail. Sending both is even better. You might want to consider giving customers a reason to come back. Every chance you get, invite people back to see you. This can be a special price offer or, if your products lend themselves to demonstrations, you can offer to show how to use them. You can also offer a behind-the-scenes tour of your store or invite your customers to an event.
Third, have a system to regularly reach out to these people. Tell them what new products you will be offering. Tell them of changes in your industry. Teach them new ways to use your products and services. Offer them specials. All of these follow-up methods will strengthen your relationship with your customers. As your relationship becomes stronger, your customers will be more responsive to your offers. They will stop in. They will attend your events. And your sales and profits will grow.
If you take up the challenge of implementing this one strategy and focus on it for a time, you will see your business improve.
To your success.
Have a great week.