1. Provide A Reason To Come Back To You
You don’t know why some individual or company uses your product or service for the first time. You do know that they’re more likely to use it again if you make their first experience positive, satisfying and memorable. Create that experience.
2. Obtain Their Details
If yours is a “business to business” operation, this should be a simple task. If you run a retail store it can be at least awkward or even difficult.
Many individuals are reluctant to simply provide personal details. That’s OK. You could offer a special bonus or gift redeemable next time they use you. Make sure any bonus has high perceived value to the customer. And use a coupon that looks professional and articulates your offer professionally and clearly.
3. Say “Thanks” Promptly
The moment you have a new customer’s details find a way to say “thanks” … as quickly as possible. Make the contact personal, even for a business to business transaction. Phone if possible. Write or email if you can’t phone. Use the customer’s name and include details of their purchase so you’re contact doesn’t seem like a form letter.
4. Ask For Feedback
Show your sincerity by seeking new customers’ feedback about their experience with you. Use questions specific to their experience and their purchase. Ask about both “good” and “not so good” aspects. Avoid generalized “Did we meet your expectations?” or “Will you use us again?” type questions. Everyone asks those. Make yours specific. It’ll be useful feedback for you too.
5. Keep Staff Fully Informed
Make sure your staff know and understand the importance of new customer retention. Provide them with a sound system to use. And involve them as much as possible in obtaining customer details and “thank you” follow up.
6. Some Specific Techniques
* a discount isn’t a bonus: almost every business offers discounts in a recession. Make your bonus something of real value to bring your new customer back to you
* establish a contact timetable. Contact your new customer personally and directly by phone or letter both three, six, nine and twelve months after they first use you. Use a personal and detailed call or note, not a form. Keep your newsletter or eletter for established customers. They’ll value it more.
* establish accurate and detailed records of all transactions and contacts with new customers
* have a method of deciding how a “new” customer becomes an “established” customer entitled to privileges of that status
* follow up all letters and emails with a personal phone call. Ask what you can do for the customer and leave your personal contact number or email address.
7. Lead By Example
It almost goes without saying. If you want to turn new customers into established customers, your treatment of new customers must be an example to your people.
Conclusion
It’s hard to gain new customers during recession. When they come to you do your best to change them into established customers. Service is what matters most. Treat new customers differently to the way your competitors treat them. Know the lifetime value of a customer in your business. You may find that this information alone changes your perception of what you can do to retain new customers.