The Official Publication
of the Mason Contractors
Association of America
Date Your Customers to Keep Them Loyal
Remember when you were first dating? To get to know the other person, you spent lots of time talking, having fun, and doing things together. After the date, you would call and talk for hours, send flowers, and keep in touch regularly. Building relationships takes commitment, time and constant contact. When you don’t see each other or stay in touch, the relationship withers away and vanishes over time.
Building loyal customer relationships works the same way. Think of it as dating. Without phone calls, gifts, thank you cards, or time together, there is no relationship. The best loyal customer relationships are built over time in what I call “relationship building sessions.” These are times together with customer having fun, eating a meal, attending a ballgame, playing golf, or doing something enjoyable together. This is how you date your customer to build loyalty.
Customers want to do more business with friends and people they trust and really know. Customers build trust with their customers by doing a good job for them, and by getting to know them in a personal way – just like dating. Look at your calendar. How much time do you spend dating your customers to build loyalty? Once you realize you are in the relationship building business, your company will grow and make more money doing business with loyal customers.
Six Steps to Build Loyal Customer Relationships
Put your customer relationships first by tracking business relationships. Make a list of all your customers from the last three years. Put them into one of the categories labeled: loyal customers, repeat customers, old customers, new target customers, and referring parties. Next, rank them on how easy they are to do business with and their potential to become loyal customers. Then, list them in order of their ranking, and make sure you spend time with the highest ranked customers.
To show you care, send your top customers handwritten notes as often as appropriate. Mail out to your customer list at least every three months. Send materials that’ll help customers improve their business including: how-to ideas, tip sheets, new product brochures, code updates, business articles, or new industry trends. This constant customer contact will also help you build deep relationships over time.
George Hedley, HARDHAT Presentations
|Last Updated on Friday, 22 March 2013 14:21|