Customer relationships provide a solid foundation for a successful business and are crucial to ensure continued, sustained growth and stability. Unfortunately, many businesses do not invest their marketing time and dollars into building relationships. They often don’t see how profitable keeping existing customers happy can be. Acquiring new customers can be a lengthy, expensive process, but maintaining and growing your long-term, loyal customer base doesn’t have to be.
With Christmas only five months away, keep these little facts in mind:
- Many customers will switch to a competitor if they feel they are being ignored or not valued
- Many business owners fail to invest time and effort into nurturing relationships with the customers they already have
- Customers who continuously experience delight and interaction with your brand are less likely to leave
Long-term relationships aren’t built from one meeting, interaction, or product purchase. Long-term relationships need to be nurtured to encourage growth; for this, you need a plan. It’s not as hard as you think, so we decided to help get you started before the holiday season gets into full swing; after all, the Halloween candy is already out.
5 Ways to Build Customer Relationships
1. Build your network
Your network reaches everywhere. It includes everyone you’ve continued to interact with, from professional and service relationships to your friends, family, and members of your community. Take the time to turn your network of connections into educated customers.
2. Communication
In any relationship, communication opens doors and allows for growth; however, there is never a guarantee the relationship will last forever. No amount of charm or enthusiasm will work without continuity and care.
3. E-mail marketing
Shape your reputation by providing valuable insights for free. As a business owner, you have interesting things to say and solutions to your customers’ problems; pass on your knowledge via an e-mail newsletter that shows potential clients how your product or service helps them the best.
It’s cost-effective and easy to distribute an email newsletter that includes tips, advice and news to lure customers in & invite them to stick around and shop. As a bonus, if your network likes your brand and feel your insights are valuable, they will forward your e-mail message or newsletter to their network.
4. Reward loyal customers
One of the first lessons learned in marketing classes is that the most profitable customers are repeat customers. So, the question is: Are you doing enough to keep them coming back? Are you staying in touch? Are you following up? Are you offering them any incentives to come back? Are you providing them a clear answer to “what’s in it for me?” Now is the time to do this - if you don’t, your competition will!
5. Reliable customers are your sales force
It takes a lot of time to master the steps above, but, once you do, you will find the work gets easier. Building a base of loyal, steadfast customers ensures your business will have a strong foundation for substantial growth. Those customers and contacts you invested in will become your best salespeople. They will remember all that you do and will repay you through referrals.
Forget New Years’ Resolutions! Invite potential customers to join your email list and send existing customers a coupon to say thank you. Don’t wait for the holiday season to be over to start wishing for better, long-term relationships. Open the lines of communication now and save those New Year’s Day resolutions for something else (like successful summer marketing campaigns).
Did you miss Step 1: Plan Ahead & Brainstorm? If not, jump right into Step 3: Being Different!