How to Get Your Customers to Keep Buying

By: Dan Kennedy on: March 1st, 2010 10 Comments

In this post, I want to talk about customer or client relations.

It is my belief that each customer you can acquire has tremendous long term value and that most businesses fail to understand and work to preserve this value.

From a marketing standpoint it costs a lot of money to get a new customer to make the first transaction with you but then, managed properly it cost very little to motivate that customer into subsequent transactions.

A hotel chain, airline or car Rental Company succeeds through incredibly expensive advertising to get an executive to try them out and then a counter clerk who is inept or inconsiderate convinces the new customer that the advertising promise and service reality are quite different.

Or indifferent, inadequate follow-up lets the new customer forget the company.

A storeowner succeeds through advertising in attracting new people to his store but fails to get their names and addresses, fails to send a thank you for their visit and purchases.

Getting the new customer is relatively easy; it’s keeping customers buying that so many business owners find difficult, or worse, fail to work on at all.

A business can and does buy its new customers. Surprisingly though most businesses do very little to protect the investment they make in each new customer. Effective customer relations are the way to protect your investment and insure a good return on investment from each customer.

Do you need some customer relation/retention tips? Your in luck, I’ll be covering several in my next blog post that I’ll post in just a few days.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    10 Responses

    1. Charles Ra says:

      inadequate follow-up lets the new customer forget the company.
      Effective customer relations are the way to protect your investment and insure a good return on investment from each customer.
      great article Dan.
      currently using newsletter to followup with clients. but need other touch points.
      thank you.

    2. Lee Little says:

      Really, you’re only limited by your imagination.
      Contests, special events, birthdays, holidays, anniversaries of any kind.
      Believe it or not, my mortgage servicer (a big money center bank) sent me an anniversary themed pitch for a home warranty now that my house is “over the hill”!

    3. Bruce says:

      Great article. We do internet marketing for our clients. I am always amazed at how many websites don’t even attempt to capture their visitors information so that they can follow up with them after they leave. Give away a free guide to *whatever*, offer to send them some special ‘subscriber only’ discounts, offer to send them a free sample of whatever you sell. In exchange for this capture their email address. You can now market to them for a long time into the future.
      BruceMcc

    4. Rob Anspach says:

      …thank you cards, reminder cards, email, monthly news, holiday cards, personal hand written notes, contests, voice calls, faxes, facebook fan pages, Twitter, blogs…. The list could go on and on… Your customer needs to be touched by your message on a daily basis.

    5. Jim Rowe says:

      We try to act fast when a new guest eats in our restaurants. If we can get them back in soon and then again I feel it helps us win them over and become a more solid guest. Then we turn on the marketing machine and stay in touch enough that our competitors are soon forgotten.

    6. Chasing new customers… it’s like watching greyhounds chase that little white rabbit around the track. All of that effort to catch something running away from you! Sure, we need new clients. But it’s so much easier (and cheaper) to get your current customers buy from you.

    7. Charles Ra says:

      …thank you cards, reminder cards, email, monthly news, holiday cards, personal hand written notes, contests, voice calls, faxes, facebook fan pages, Twitter, blogs
      great ideas Rob

    8. Perry says:

      Yes, important article. If one really is intent on doing effective marketing and delivering superior customer service, a good follow-up system in the form of a contact manager or preferably, a CRM (customer relationship management) solution, is called for.

      And there are no excuses – there are literally hundreds of CRM’s to choose from, with many free entry-level systems available..
      Perry

    9. Les Rose says:

      I always find that the follow up phone call, to check that everything went OK with order, is a great loyalty booster.
      We show that we care that they are satisfied after we get paid, and not just up until we get paid, like our competition.
      We find it also catches any mistakes, errors or faulty goods or service before it burns away the goodwill.The first sale to new customer is always the most expensive in cash ( advertising) and time, retention is very cost effective and too easily neglected by many.

    10. I make my private clients tons of money just by implementing this one simple, basic mindset change — having them concentrate more time, energy and money on retaining and ascending current customers instead of just chasing after new ones.

      Great advice, Dan!

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