THE ELUSIVE CUSTOMER

Has anyone not heard that it costs three to five times more to attract a new customer than it does to keep a current one? Current customers know who you are and how well you do what you do. They like doing business with you and they can help you get even more business. It makes sense to build on the relationships with current customers to create an enthusiastic word-of-mouth marketing program. It’s the best advertising you can get.

To start, capitalize on interactions with your current customers. Make contacts with them happen more often and insure that they are meaningful communications. Give your clients information they can use even when you’re not planning a program for them.

Focus on your best clients --- the ones with whom you have the best relationships. Remind them how successful their past transactions with you have been. Keep your staff involved --- especially those staff members who have worked hand-in-glove with them. Your company’s image and ability to attract customers comes from all those transactions that establish your credibility. Clients and prospects alike will listen to you more closely now that you have their trust.

Some points to keep in mind in all your communications with clients:

• Keep communications natural, not obvious set-ups to seek future business.
• Take every opportunity to interface with your client and acknowledge every piece of business, no matter how insignificant it may appear.
• Use technology to support your communications program.
• Remember your client’s needs and wants. Make it easy for them to repeat business with you without rehashing the same points.
• Respond to feedback immediately to show that the client’s interests and your interests are the same.
• Use focus groups --- formal or informal. Ask your clients what they like about working with you and, more important, what they don’t like. Correct the latter.
• Most of all, ask them to tell their colleagues --- your potential new prospects --- about the successes they’ve had working with you. Get written testimonials that you can use with those prospects you have found on your own. Don’t wait for them to come in unsolicited.

The process of word-of-mouth isn’t very difficult and it’s relatively inexpensive. Don’t spend a lot of time planning it. As the Nike ad says, Just do it!

fourCE.org develops strategies for companies to reap maximum benefits from incentive marketing programs. We work with both users and suppliers of incentive programs to enhance their success through implementation of customized management and marketing solutions.