In a crisis, it is always clear how important a loyal customer is. And you can be sure that there will always be a crisis. So get ready for it. I think it was in 2009 when the head of marketing at a supermarket chain told me, “Customers don’t want any relationships. They want to buy and go.” But once the crisis erupted, everything suddenly changed. Not only did the chains realize that a loyal customer was now worth its weight in gold.
A loyal customer is the basis of success for intuitive entrepreneurs. That’s why they try their best not to lose it.
Lately we’ve been accustomed to accepting the opinion that customers just want to buy ASAP. why? It is comfortable and in times of prosperity such an approach was sufficient for many. But now we have another crisis here and we have to roll up our sleeves and start working on client relationships. Let’s see how to do that.
“When we’re on the verge of a crisis, we need to find the courage to break habits and start thinking differently.”
In 2010, when the crisis reached its climax, Tesco introduced the Clubcard loyalty card. The timing is definitely not random. At the time, the chains also rapidly built service departments, as salespeople met customers face to face. But everything works and works at 50 percent. Small business owners can learn from the mistakes of big competitors.
The value of face-to-face communication
First of all, in the years that loyalty programs have been introduced in our country, it is quite evident that the card itself does not do loyalty. Not even the discounts and benefits it provides. I bet you have multiple leads in your pocket or cell phone and use them depending on where you shop. This certainly cannot be called loyalty. Maybe just in the sense that customers often shop in stores that have a loyalty program. This beats small business owners.
Communication based relationships are the true value that define the strongest connections between merchant and customer. Discounts are simply offered by everyone, but human relationships are relatively rare. And what is rare, people appreciate it.
One guy was asked why he goes to the hairdresser, as it’s relatively expensive, and they still have a bad haircut. “But I talked to each other there for half an hour. And the lady just noticed that I got a new jacket for Christmas.”
As you can see, there is little interest in people before all the comforts of technology and card reading. This actually makes sense, because in Maslow’s hierarchy of values, recognition is almost at the top. Higher than getting something cheaper. However, if we have recently become accustomed to “communicating” with the customer through events, we will have to return humbly to the face-to-face sales conversations. This is the only way we can truly attract customers.
In the book “Frantík fly to the world” from 1946, I found this passage: “He said to Strakoš’s chef:” Yes, miss, you have a nice jubka today! “ Also cabbage, although she never cooked it and gave it to rabbits.
So this is nothing new. Instead, we somehow still like to forget the old skills because they are so uncomfortable for us. Your mouth hurts from talking. And if our customers flock to our store, what will we stay with them? But the crisis is coming and everything is different.
If you want to thrive, you have an important job to do. It is essential to convert a formal conversation of a salesperson or salesperson (sometimes similar to a formal meeting) into a human and sometimes group conversation. Delight him, give him an emotional dimension. Train small expressions of appreciation. Many will have to get used to what should have been the norm for a long time: a thank you for your purchase.
Isn’t that an unnecessary effort? I was in a public restroom once, and because I was intrigued by how clean it was until everything flashed, I told the lady outside the window. She was so passionate about my praise that she escorted me to the street, where she bid me farewell. And when I went there again a year later, she remembered me!
If you impress shoppers with their needs, they will remember it more than you had yesterday. They forgot the discount the moment they left the store. But this person treated them humanely and with appreciation, they will remember at least until the next purchase. It also follows that such an approach cannot be a one-off. You have to get used to it.
But digital communication is just as important
Second, it is now clear how important it is to communicate with customers even remotely. This includes merchants and restaurant owners. You don’t necessarily have to have your online store. But having a website, social networking site, and email newsletter is almost a necessity. Is it strenuous? Well, in a crisis, you always need to act.
But you don’t have to be beaten to death like a horse at Orwell’s Animal Farm. The well-known Pareto rule states that twenty percent of our activities bring us 80 percent of our income, and eighty percent of what we do will generate only 20 percent of our income ( Also see the book Rule 80/20). So eliminate some activities from the second group and use the time saved for what is important. If you now think that it is different for you, because everything you do is necessary, then you are wrong. You just haven’t really thought about the importance of all the activities yet, and you are running out of inertia.
A designated officer was invited to practice French artillery in the 1960s. He was fascinated that there was always a soldier standing next to a cannon who had nothing to do. He asked a colleague in the artillery for an explanation. He searched the archives and found the answer. The soldier was originally supposed to carry a horse. And although the cannons have long been pulling automatic tractors, they have forgotten to cancel them.
Perhaps you also have such forgotten soldiers among your activities. Or you need to clarify what your priority is. Calculate it. Daily price tag rewriting, for example, will get you an extra 1% in sales, but an updated website or personal recommendation of 5%. When we’re on the verge of a crisis, we need to find the courage to break habits and start thinking differently. It is not a necessity, everyone can decide if they want to exist from today for a year.
FromSo start building the foundations of your digital connection with customers right away. Maybe now is the time. Maybe your store is closed while you are waiting to see what happens. Lehits marketing does not include waiting with folded arms. If you start working, you need to decide for yourself what your future will be.
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