Let’s start
with a statistic that should really make you think. Studies show that 69% of customers that leave
you (as a customer, donor, supporter, etc.) will do so because of “perceived
indifference.” They will leave you
because they simply don’t think you care.
Seriously, think about that.
Nearly 7 out of ten lost customers come down to the fact that you didn’t
show them that you gave a crap about them.
This
statistic both frightens and excites me.
On one hand,
it means that my customers could leave me because I have just been careless and
lazy. It means that if I am not careful,
my competitors could swoop in and take my revenue…just by caring more! Am I doing enough to show customers
(regularly) that I do sincerely appreciate their business? Are you?
That can be scary.
On the other
hand, it is an entirely fixable (and improvable) situation. If I am not doing enough to show them, I can
fix it! It is totally within my power to
do so. That’s a good thing. I don’t have to wait for some cosmic shift in
the economy, or some other outside force to change. I can do it all by myself. I just need to care more!
On the third
hand (is that even possible?) I see this as an opportunity. It means likely that most businesses are NOT
caring enough about their current customers.
That means I (and now you) can create systems that allow you to gain
market share…through caring!
How cool is
that?
So how do we
do it? Let’s talk about some very
concrete ways to make sure your customers know they are appreciated.
Send Cards
It’s funny.
Sometimes the things that make a big difference in your customer’s eyes
are the simplest. Send your customers a
card on their birthday. Send them thank
you cards for their business. Send them
a holiday card. Send them a thanksgiving
card. Most people open their mail
standing over the trash can, because all we get are bills and junk mail. A heart felt thank you card really stands
out.
The reason
most people don’t send out cards regularly is they lack a system. Let’s face it; most of us have good
intentions. But those intentions go out
the window when we can’t find the right kind of card, or we can’t find a stamp,
or we don’t have the person’s address.
We need to schedule a specific time each day (or week) that we send out
cards.
One of my
favorite practices is to try to create a reason to send out at least one thank
you card each day. Sometimes it will be
for a purchase that a customer made.
Sometimes it will be just because someone helped you. It’s a fantastic practice.
Two things
will happen. First, your customers will
NEVER think you don’t appreciate them.
And second, you will have a better attitude about life. If you spend every day trying to find
something to be thankful for—guess what—you will become more grateful. That’s not a bad side benefit for doing
something to help you increase your business!
Quarterly Thank You Program
If you are
like most businesses, you have 20% of your customers or clients that produce
80% of your sales. It’s not a universal
rule, but it is surprising how often it is true. So those 20% are the clients you REALLY want
to show that you care. So in addition to
sending them a birthday card, a thanksgiving card and thank you cards, you want
to reach out and “touch” them at least once a quarter.
So establish
yourself a budget. How much are you
willing to spend over the course of a year in order to say “thank you” to these
top clients? Remember, these are your
bread and butter. This is probably not
the time to go cheap. This number will
be different for every business, but in my experience, you don’t have to break
the bank.
Got it?
Now just for
argument sake, let’s assume this number is $100 per year. You are willing to spend $100 over the course
of a year to say thank you to these top clients. Now just divide that number by 4. So you have $25 per quarter to get some sort
of gift to give to these clients. This
is more than just a gesture. This
promotional gift will not only show your appreciation for them. It will also showcase your logo and remind
them each and every time they use the gift that you are a great company to work
with!
Now just
tailor the gifts to your audience. You
are now touching these clients 4 more times a year with a great tangible piece
of appreciation.
How does
this work? Let’s give you an
example. Let’s say you are an insurance
agent that has a wide variety of customers.
You have business professionals, farmers, families and more. This diverse group of customers gives you an
idea of things you do and don’t want to give.
So your quarterly gifts might look like this:
Quarter 1: Roadside Safety Flashlight.
This makes sense because you are not only promoting your brand, but you
are showing you care about your client on the road. http://us.starline.com/catalog/product/16757
Quarter 2: High End Travel Mug and Cooler Bag.
This is a cool combo because your clients might be thinking of vacations
or road trips for the warmer months.
Great way to remind them that you are with them through the miles and
smiles!
Quarter 3: BBQ Set. At this point
they will be in barbecue season with tailgating just around the corner.
Quarter 4: Executive Calendar and Tumbler.
These two gifts are sure to stand out in the office and the home.
Obviously
these are just a few ideas to get you thinking.
There are thousands and thousands of options. But these are some cool things that transcend
generations and gender.
*Also,
here’s a quick tip to make this easier for you.
Get with your promotional products consultant and tell them your
plans. Then see if you can order all of
these at once. Ask to see if they will
ship them about a month before you need them.
This will allow you to budget a bit.
And it will “poof” create a reminder system so you remember it’s time to
say “thanks” again to your clients. When
the boxes arrive it’s time to start!
There are
lots of ways to thank your clients.
These are just two. Feel free to
get creative and have some fun thanking your customers. You will be glad you did!
This was an excerpt from the book Delivering Marketing Joy (Using Promo To Grow Your Business the Right Way). You can (and should) get your copy on Amazon!
