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Thank-you
notes: This is a no-brainer, but you'd be surprised at how many
entrepreneurs neglect to write thank-you notes--especially when
they get really busy. Take the time to show your customers that you
genuinely appreciate their business. They'll remember your
thoughtfulness because most of your competition won't send out thank-you
notes.
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Postcard
mailings: If you target consumers, send out monthly mailings that
make good refrigerator fodder, such as "Quote of the Month,"
"Recipe of the Month" or useful tips on such topics as
time-management, gardening or anything else that interests the bulk of
your customers. Avoid being too promotional here. Just provide the kind
of information that customers will want to hang on their frig. The added
benefit to you is that whenever guests visit your customers' homes,
they'll see your name, potentially leading to conversations about your
business.
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E-mail
updates: Think of your e-mail update as a press release that you
send to your customers. Providing them with regular product, service and
customer updates via e-mail at least once per month will convey a sense
of positive momentum. This keeps customers in the loop and, over time,
gets them excited to be involved with you and motivates them to pass on
referrals.
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Getting
together over coffee or lunch: Try to spend face time in a non-sales
environment with your customers. Ask about their family, hobbies,
personal goals and so forth. When you show customers that you really
care about them on a personal level, they're yours for life.
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Birthdays,
anniversaries and other special occasions: These occasions are very
important to your customers and their families and friends. Be among the
few who actually remember a customer's special days, and that customer
will never forget you!
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Follow
up on well-being: For example, if you find that a customer's wife
has been sick, call periodically just to find out how she's recovering.
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Pass
referrals: One of the most powerful ways to encourage loyalty in
customers is to pass them referrals. When you get a chance, scroll
through your customer database and think through people you know who
might add value to your customers.
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Entertaining
at your home: Throw a party for your best customers. You'll be
amazed at how much rapport and goodwill you can build with people when
you get them in your home environment. Your guests will also find value
in your party as a networking opportunity for them.
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Post-sale
feedback: Demonstrate that you care about the quality of your
service. Call customers and ask them questions like:
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Are
you pleased with the service you received?
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What
did you like most about working with us?
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What
would you like to see improved?
Without
this invaluable information, you'll have a hard time improving your products
and services. Besides, when you ask customers for feedback and implement
their comments, they feel a sense of ownership in what you're doing and thus
become more loyal to your products and services.
Sean
Lyden is the CEO of Prestige Positioning (a service of The Professional
Writing Firm Inc.), an Atlanta-based firm that "positions" clients
as leading experts in their field—through ghost-written articles and books
for publication. Clients include Morgan Stanley, IFG Securities, SunTrust
Service Corp. and several professional advisory and management consulting
firms nationwide.
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