Nurturing your customers and helping them to develop into better people (who use more of what you sell) is often like raising children – but without the teenage worries! Customers need help to know how best to use your products and services. Look out for their needs and you will be rewarded in multiples.
I can hear some of you thinking “Me! Nurture customers! How can I do that?” The good news is that it’s not too hard. Just give yourself some time to get into a few good habits andbefore you know it…you’ll find yourself wanting the best for your customers every day.
Nurturing activities come in many shapes and sizes. Try some of these for fit:
Make it super easy for your customers to select which item they need from your range. Give information and tips to put them on the right track.
Give your customers a guarantee of quality. If you don’t think you can do this have a serious think about how good your products are. Did you know that even for those companies offering a 100% money back guarantee, a very small percentage of customers ever use it. It’s the perception that counts!
Have a returns policy for your goods that is easy to follow and accessible to your customers.
Make sure your staff have the ‘right’ attitude. Keep them up to date with regular training that is good for them and for you.
Communicate with your customers regularly on topics that are timely and of value to them. Don’t just call them when you want something done – like a sale or special offer to fill your slow periods. Email is often the tool of choice these days as it is convenient, ubiquitous, cost-effective and potentially interactive.
Surprise them. Give them a bonus when appropriate. Give them something special to tell their friends and neighbours about. It might be a bonus product, special offer, upgraded delivery or service, fast-response time etc
Make customers feel at ease in your store, office or service area. Are they comfortable? Is it intimidating? Consider the effect of furnishings, dcor/fittings, layout or location. Find out what works best.
Now that we’re thinking on the same wave-length you will see there are many places where you can nurture your customers. Try it:
On your web site.
On your packaging.
In your communications.
During the sale process.
When you make deliveries.
When you are running special events.
When your customers come to visit you at your store, office or facilities.
Just like raising children, when you look after your customers – with their best interests at heart – they will recognise the integrity of your actions and reward you in many ways. (Although children are sometimes slow to respond!)
You can expect to get:
Greater loyalty – within reason. You always need to offer value.
Higher average sales – as your customer will be more likely to purchase other items.
Higher profit margins – within reason. Loyal customers who appreciate that you do look after them are more willing to pay a premium for buying from you. At least they will be less likely to shop around
purely for the lowest price.
More cost effective marketing. You will attract more customers for your marketing dollar, and achieve higher value sales.
Lower customer churn rates. Why would your customers buy elsewhere when they recognise the value you provide? (Competitively priced for your offering, of course)
A deeper, more meaningful relationship with your customers – enabling you to weather the inevitable problems that arise. You must earn the trust of your customers.
A more secure future for your business – which means less worry for you and your staff.
Have a good look around you.
How many businesses do you see nurturing their customers?
See the opportunity for you?
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart’s popular monthly newsletter, visit his web site at www.marketingnous.com.au
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