“Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them.
~ Kevin Stirtz
If you’ve been in business for any time at all, you possess a certain hidden asset that can make you rich. The best thing is, this hidden asset is also hidden from all your competitors. Once you understand and take advantage of its true value, you’ll enjoy an instant and unfair advantage in your marketplace.
What is this hidden asset?
The secret is this: Your customer list is everything.
The more promotions you run to your existing customers, and the better your relationship with them is, and the more value will accrue to your list.
America’s first billionaire, Andrew Carnegie, once said: “You can take away all my factories, all my machinery, all my equipment, all of my real estate, and leave me with my very best people—and I’ll have it all back in no time flat.” I love that quote, because I firmly believe in the value of good people. However, I want to add an important distinction. I say: “Take away everything from me, but leave me my best people and my customer list, and I’ll have it all back in no time flat.” That’s because a good customer list is your meal ticket for life. It can produce enormous lifetime sales and profits.
I’m shocked at the number of small businesses that don’t stay in touch with their best customers on a regular basis. What shocks me even more are all the small businesses that are constantly chasing after new customers, but paying very little attention to their existing customers. Their attitude is that their existing customers know where they are, and when they need more of what they sell, they’ll come back automatically. That’s a huge mistake… because you can’t be sure it will happen.
This is the secret of success for every business. No matter what business you’re in, getting customers to come back and do business with you repeatedly, for as long as possible, is the key to success. In order to do that you have to invite them to come back and do more business with you. You can’t just wait for them to come to you. It’s easy enough to be proactive. All you have to do is keep your mailing list in some type of a spreadsheet or similar program, then contact those people on a regular basis. Develop new products, services, and offers that give them more of what you know is most important to them. Show them you really do care. Every business claims they care about their customers, but what are you doing to prove it?
The key to building a good relationship is to show people you really care about them. That can be very easy to do if you have the systems and processes in place that let you do it. Build and maintain strong relationships with people who have done business with you before. Make it easy for them to keep doing business with you, and you’ll leave your competitors eating your dust. It’s as simple as that.
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