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Friendly Marketing For Home-Based Business: 12 Ideas
for Keeping the Clients You Want Most - and Like Best!
By Julie Frost
©2004 All Rights Reserved
We've all heard that it's easier to sell to someone who has bought from you before. People like doing business with companies they are familiar and comfortable with. They like doing business even more with companies who provide them with something extra.
Have you been going that extra mile for your customers? If you're not making a conscious effort, it's possible that you just aren't providing that "something extra" that your clients desire.
So how can you keep the customers that you like best? Remember, it's not what you want to give but what they want to receive! Here are twelve ideas for giving your customers what they want, and keeping them around for a long time...
1. Write down your customer service statement. A customer service statement is different then your mission statement in that it should be much less "me" or "us" focused and a lot more "them" focused. Answer questions like these in order to write your customer service statement:
"What kind of customer do I want to serve?" "How will I find out my customer needs and wants?" "How can I serve their needs better then anyone else?" "How can I go the extra mile for clients?"
Remember to post your customer service statement where you can see it. And live up to it daily!
2. If you have employees, be sure to recognize - and reward - superior customer service. Be sure they know and live by your customer service statement, too. Your employees don't need huge bonuses or trips to Paris to feel appreciated. Sometimes a simple pat on the back or letting them off a half hour early - with pay - is more than enough for them to feel special and go the extra mile for *you* -- next time.
3. Always meet, if not exceed, all of your customer's expectations. As the old adage goes; "Under-promise and over-deliver!" Isn't that what you'd want?
4. Find out what your customer wants, and sell it to them! If you're a web designer and your clients want web hosting services, provide it for them. If you sell plants at your nursery and clients need landscaping rocks, sell them! Of course, be sure you are qualified to provide the product or service. I know an accountant whose client needed a web site. She figured she could do it for them. Not a pretty sight (or site)! And how do you think the client felt? He never did use her services again - accounting, web design, or otherwise.
So be open to providing new products and/or services, but be sure you can deliver on your promises. If you feel you should be providing a service that you don't feel qualified to sell, consider outsourcing to a reliable business person that is skilled in that field.
5. Don't wait for a slip up or delay in an order to really talk to your clients and ease their concerns. If you know your client, and you or your employee do make a mistake, making up for it won't be so hard.
6. Commit yourself to excellent customer service. Your genuine consideration will be apparent - and appreciated - by your clients. Being committed to providing the best possible service, rather than only thinking about it when something has gone wrong, will put customers on your side.
7. Remember signing yearbooks in school? Many of us would write "K.I.T.", short for "Keep In Touch". You should do just that with your customers. Email, postcards, telephone calls, newsletters, questionnaires, letters, and even faxes are great ways to K.I.T.! And it keeps you on the minds of your best clients!
8. Always listen. 'We were given two ears and one mouth for a reason' someone once said. Whether you're listening to wants, desires, complaints, praise, or just small talk - be sure to really listen.
9. Be available to your clients. While working 23 hours a day, 7 days a week is not advisable just to be available to your clients, being available via many means is! Set your business hours and stick to them, but be sure clients can leave you a message by phone, pager, fax, or email at any time.
It's one thing to go the extra mile, it's quite another to be taken advantage of or over-extend yourself to the point of burnout. If that becomes the case, you will not be able to provide the quality service your customers have now come to expect.
10. Make it as easy as possible for your customers to give you feedback. Have postage paid questionnaires sent to your clients. Better yet, offer them a reward for their comments: "Bring in this completed survey for your free gift". Or "Mail this card today for 20% off your next purchase!"
Act on any reported complaints right away, and make sure your clients know what you are doing to rectify the situation. Studies show that an unsatisfied customer is much more likely to talk about the bad service they received then a happy customer is to talk about the great service they received. What are your clients saying about you?
If your clients do praise your business, ask them if you can quote their testimonials in your advertising, promotional materials, web site, press releases, etc. It's a great way to add credibility to your business!
11. Customers appreciate personal attention. Whenever possible, refer to your clients by name. Ask your clients about their spouses, children, business, etc. Doesn't it make you feel special when someone you do business with does something similar?
12. When a customer refers a new paying client, be sure to say "thanks!" Something as simple as a card or lavish as season tickets to their favorite team (depending on what fits) will be appreciated. Some people even pay their clients to refer new clients!
Customers are like a precious gift - they should be treasured, respected, and treated with care. When you do so, your customers will love to do business with you.
JULIE FROST
has owned http://YourHomeBiz.com Since 1997. There you can find, start, grow and succeed in your own home-based business. She has two wonderful daughters (who are her inspiration for owning a home-based business) and a best friend for a husband, who also owns a home-based business: http://www.yourhomebiz.iwcbiz.com/
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