As a follow up of sorts to the last post it is just as important that you understand how your current customers and clients think and behave as it is the prospects you are chasing to help grow your start up business. The old 80/20 rule holds true for the majority of startup businesses –that is that 80% of your business will come from 20% of your customer base so keeping those people happy is essential.
What do you need to know about your customers? A few tips:
What their name is– Knowing what a client or customer’s name is without having to be reintroduced makes them feel special, and if you can achieve that you are well on your way to forming a lasting business relationship.
What you have donefor them Before – If you keep track of what your customers have purchased in the past, or the services your client has requested, you will have a good idea what they might buy or need again. You will also not have to waste time trying to sell them something they have no interest in.
How often they buy– Customers or clients who are only use your business occasionally are certainly better targets for an aggressive marketing campaign than your regulars but do not neglect your loyal customers either. Send out an informative monthly newsletter or a money saving coupon, they will appreciate it.
How Much they spend– If you try to sell a product or service to a customer that by their past purchases you should have realized is out of their price range chances are they will be embarrassed and/or offended enough to consider going elsewhere.
What they think aboutyour business – Getting feedback from your customers- especially the regular ones – is essential. Send out customer feedback cards, have a feedback form on your website or even pick up the phone to make a few friendly “how are you doing” calls once in a while.
It is of course not reasonable for you to keep all this information in your head (although some people can) so set up an accurate and comprehensive data base on your customers that makes it easy for you to retrieve the information quickly – your customers or clients will really appreciate it.
