RETAINING Customers

The goal when creating a customer is to give them an unexpected positive experience that keeps you and your business at the top of their mind.

Your goal is to have a frequent interaction, so when the time arrives for another paint job, they will think about you and your business first.

By doing this you start to add value that your competitors aren't doing. This value is often the point of difference that sets you apart and stops your competitors moving in on your key customers.

Remember, it is always easier for your competitors to steal your market share rather than trying to find a new customer.

By using some of the following ideas, you not only give your customers a reason to return to your business, but also you build a brick wall around your customers against the influence of your competitors.

Using the following techniques will make it easy to create a unique point of difference for yourself.

Send a ‘Thankyou’ note: One of the most powerful ways to create a point of difference is by saying, ‘Thank you for your business’ or ‘I appreciate the opportunity to quote your project'.

What to do if you don't get the acceptance: Just as you say thank you for the business, you need to say thank you if you don't win the quote.

‘Why?’

1. Because you were given an opportunity to be considered in the first place as some people are not even asked.

2. You get the last say.

If the successful business doesn’t produce the right results, then you are at the top of the list for next time. You may even get re-considered because you went the extra mile. Not all are totally satisfied after they make their decision. Usually 60% of people give up after the first rejection and 95% have given up after the sixth, so perseverance is a positive, proactive approach.

Follow up phone calls: Everything you do needs to be followed up with a phone call or an e-mail. Never assume that they received the information and totally understood the quote.

Keep a database of all customers; accepted or not: You have spent a lot of effort, money and time to create a new customer. Once the job is completed, give them a call after 6-12 months to make sure they don’t have any concerns with the work. If you did any clear coating on an exterior, let them know you will give them a ‘Free Inspection’ to see if it is holding up to the weather and advise them if it requires a freshen up coat for that extra protection.

Keeping in contact with them after, 2, 5 or 10 years is also an excellent way of letting them know you happy to give them a quote on any more work. You can also ask for a referral to their friends and family.

Although you may have missed out on some customers, give them a notification after a few years to see if you could be considered on any future work. You never know, they could have been very disappointed on the previous painter’s work.

Jim Baker www.mytools4business.com