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Building Loyalty

By: Joyce Hayne

We all know that selling more to your current customers is easier and cheaper than finding new clients. Loyal customers spend more money with you, refer other customers to your business, and provide great word of mouth promotion for you. Here are some ways to increase loyalty.

  • Keep a personal connection – With electronics seemingly taking over our lives, we are all inundated with emails, tweets, and updates on LinkedIn and Facebook. Don’t forget to maintain a real conversation with your clients and take time for face-to-face meetings.
  • Repeat positive customer encounters – When you’re shopping and a salesperson or supplier wows you, repeat that same action with your own customers. If you enjoyed it, I’m sure they will too. Our favourite sushi restaurant always includes something we didn’t buy in our order and we’ve uncovered new favourites and feel truly appreciated. Do you think we frequent any other sushi place now? No way! Try OEC Japanese Restaurant at 5827 176 Street in Surrey and let me know what you think.
  • Show appreciation – Always say thank you for business and consider mailing out thank you notes (by snail mail) or Thanksgiving cards to show you’re willing to take time to thank your clients for their business.
  • Smile – Whether it’s a smile over the phone, in person, or at a trade show, everyone wants to deal with a friendly person. Review all the connections someone makes in your office from your receptionist to your accounting office to be sure each contact is enjoyable.
  • Do the unexpected – Stand out from your competition by doing something unique. Drop by unannounced at a client’s office with Timbits or personally deliver a product.
  • Understand your client’s goals and challenges – The more you know about their business and the industry they’re operating in, the better you will be able to help them solve their problems and achieve their goals.
  • Maintain integrity – If your sales rep says he’ll do something for a client, be sure that your team can fulfill that request. It’s better to tell a customer that you need to check with shipping before you promise a delivery date that can’t be met.