A loyal customer is better than a new customer. Acquiring a new customer requires more time and money than retaining an existing customer. Yet many companies spend 60 to 80 percent of their marketing budget on attracting new customers. A skewed ratio considering that approximately 20 percent of existing customers account for no less than 80 percent of sales. It is therefore essential to invest in the customer relationship, so that existing customers grow into loyal customers or ideally even become ambassadors of your company. But how do you ensure loyal customers? How do you ensure that your customers do not switch to your competitor?
Smart and 1. The dialogue with customers
Maintaining dialogue is essential to... maintain a relationship with the customer and strengthen. Just like any other relationship, it's all about attention, showing that you are actually working and taking steps for the customer. This can be in the form of a business newsletter, but also in an informal way such as a WhatsApp message. It goes without saying that as a company you do what you are paid to do. But an extra confirmation of, for example, an order, shipment or the campaign that has started can never hurt. Paying attention not only means sending, but also listening. Be open to customer feedback and show that you do something with the input. This way, customers feel heard and will have a greater bond with your company.
2. Reward your customers
One of the best ways for more loyal customers is rewarding customers. This includes: extra discount on a product or service, an exclusive tour of the company, a demonstration of the new product line, involving customers in innovations, etc. In this way you exceed customer expectations and strengthen your the customer relationship.
3. Learn from your (former) customers
A satisfied customer does not make a loyal customer. It is important to conduct a customer satisfaction survey to determine how satisfied your customers are, so that you gain insight into how your customers remain satisfied and how you can convert satisfied customers into loyal customers. If a customer decides to end the relationship, start the conversation and find out why the customer does not want to continue with you. For example, was there enough attention for the customer? Was initiative shown? Was it taken into account? Have all agreements been fulfilled?
4. Case study with customers
Want to highlight customer success and strengthen the customer relationship? Then creating a case study offers the solution. A case study is a way to demonstrate the value of your products or services to potential customers while providing an opportunity to praise your valued customer. Look for success stories, involve the customer, give compliments and share the case study on your website. The case study is a token of appreciation, as you see the customer as one of your goldcrests.
Do you know of any other ways to get more loyal customers? Do you know any smart ways to reward your customers? Share it with us in a comment!
The importance of succession
Many sales opportunities are lost, not due to a bad conversation, but due to inadequate follow-up. After a good conversation, the customer is enthusiastic, but that enthusiasm quickly fades if there is no follow-up. Fast, personal follow-up is therefore essential. Send a summary of the conversation and the agreed next steps within 24 hours.
Make follow-up a regular part of your work routine. Schedule it in your calendar, use a CRM system to maintain an overview, and ensure you keep every appointment. Reliability in follow-up is one of the strongest signals you can send to a client. It shows that you work professionally and that the client can count on you.
Do you want to further develop these skills? Check out our training Expert in Sales Basics with Kenneth Smit for a practice-oriented approach.