"How To Get Customers To Buy From You Again and Again"Small business owners often ask me how to turn one-time customers into repeat customers.It's a good question. A customer who only purchases from you once is of limited value. A customer who chooses your business to meet his needs repeatedly is worth his weight in gold. Some business owners try advertising. Some try direct mail. Some don't even do anything to persuade their customers to return. Here's what I tell my clients to do: When a customer makes a purchase, over-deliver on the transaction. Instead of only providing the purchased item, include an additional product or service for the customer. Add an unordered and unexpected item to your customers' orders. A complimentary item can make the purchased product or service even more useful to the customer. A product that meets a separate need is practical as well. It's a great way to introduce a new product line or an item the customer may not have been aware that you offer. This is the best time to influence your customers' opinions of your business. And since the additional item is not anticipated, your customers will be thrilled to receive it. I am not suggesting that you break the bank to surprise you customers. The product or service can be small and inexpensive, so long as it is of use and handy to your customers. And be sure to explain why you included the additional item. Over-delivering is a very persuasive technique. The results will be favorable for your business and far outweigh the additional costs you will incur. Your customers will be pleased and much more likely to purchase from you again. And it increases the likelihood that your customers will tell people about the experience and your company. Next Page |
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