Is it better to chase new clients? Not for small business owners. Recently, a marketer sent me a link to a study that demonstrated that it is better to give money to new customers than to try to keep them stable. “Loyalty is useless!” Notice. However, it overlooked that the search was only conducted in online stores. Please, I totally think so there. They are as friendly as the clerk right before lunch.
You need to make your customers feel at home.
In most online stores, customers are only interested in prices. If it is guided by experience, it will soon disappear or get used to the negative reviews and complaints on networks, but mainly the actions of competitors. After all, it’s also supposed to be reliable …
“You need the right tools to master loyalty mastery.”
Can you act like a smaller businessman with a stone store, restaurant, and hairdresser? First of all, you do not have an unlimited number of clients. Cheb clients will likely find it difficult to reach your own hairdresser in Ostrava. To the grocery store in the village to shop from the big city. So waiting for new people to come is foolish.
Second, it is known that earning a new customer costs up to 10x. Just not because Advertising comes out more expensive than the tools used to maintain loyalty, But also because of the aforementioned experience. New customers have yet to acquire it and thus be wary.
Third, as a smaller entrepreneur, you have completely different options than online or chain stores. Usually these are enough (and should suffice) with discounts, coupons, and other financial incentives. You have more powerful tools at your fingertips.
Talk to clients
According to psychologists, people need to communicate for at least 4 hours a day, preferably alive. To be clear, they don’t talk much in the online store (but also in the supermarket). So where do they get what they need? Especially for small merchants, hairdressers, restaurants and cafes. You just need to know that. If a restaurant owner discovers that his guests love sirloin above all, wouldn’t he put it first on the menu? Now that you know your customers are happy to speak up, put this knowledge first and foremost about their behavior towards them ( Also see the e-book The Secret of David’s Slingshot).
But this, of course, is not enough. To boost loyalty, you need to make your customers feel at home. It means that you will approach them this way. In addition to the sales interview, which will remind us of the friendly conversations of two acquaintances, but at the same time sell, you need other tools for perfect mastery in encouraging loyalty:
3 essential tools to boost your customer loyalty
1. Loyalty program. Not owning another digital game (or shopping, depending on how you look at it). You need to have an overview of your customers. The checkout shows you what’s best selling, and the loyalty program shows who is buying the most. And beware: a loyalty program is the best way to get contact information from customers.
2. Knowing active sales. Active sales are beneficial to you and your customers. Some people believe that when shoppers or guests are advised to choose what they choose, it is compulsion and manipulation. But experience has shown that people are hesitant and even afraid to make decisions. So, on the contrary, you get their gratitude and loyalty to the recommendations. Both parties are satisfied. And there are many of these surprising results in active sales.
It is also related to active sales Connection Settings. Not only in the store or restaurant, but also remotely: by e-mail, on networks, the web, SMS, phone.
When they have had to close restaurants due to Covid, the owners have been thinking in vain about how to tell their customers they have a window or arrange for delivery. If they had email addresses for them, that would be easy. The daily or weekly ads of what is on the list are sure to boost sales.
3. Create a positive environment. Unfortunately, in many cases the solution is closer to the “how a dog and a cat bakes a cake” approach. The owners will do it the way they like. Without knowing psychology, it is the work of the senses and other things that greatly affect how clients feel.
The owner of a store heard what he could be good at, so that customers could feel satisfied in it and shop more. But then he told me: “The interior design was designed by a famous architect, and I don’t want to interfere.” However, the fact that someone is an architect does not mean that they have knowledge of the store’s impact on shoppers. He only did it to make it beautiful. But this is not enough.
So being active selling and maintaining loyalty is not just about talking, though important. It is necessary to work comprehensively. Do not be afraid of this word. You just do whatever you need to keep your customers from staying with you and not escaping the competition.
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