North Star Marketing - Marketing Tip #147 - Build Customer Loyalty in 2011

Build Customer Loyalty in 2011

Your greatest customer opportunity may be right in your own database - your customers.

Too often we lose sight of those who already "love" and buy from us; all in hot pursuit of the next, new customer. But we all know that it costs much more to get a new customer than to increase our sales with a current customer.

So, take a moment to examine your current efforts in building customer loyalty and add these to the mix:

  • Let 'em know what you have: How many times have you shaken your head in disbelief when a customer said, "Oh, I never knew you had that!!!" and you could swear you've told him a million times about the hot new widget or flavor you introduced six months ago.

    Research shows that only about 30% of your customers know about everything that you have to offer. Most of them know what they buy from you and don't know the rest of the line.

    The only way your customer will remember and you'll be able to move up that 30% is to tell them over and over and over again. And, then some more.

  • Find out what they think: Again, research shows that only about 4% of your dissatisfied customers will complain to you, but if you have a third party survey them on a regular basis, you'll get a whole lot more information. And, do something about what you hear.

  • The Unexpected Visitor: Building loyalty is all about communication and relationships. Instead of the same salesman every visit, schedule an unexpected visit from the President, the CEO or the Plant Manager. Allow your customers to get to know your people better and they'll be more loyal. Remember, people buy from people, not corporations.

Talk to you soon,

Kae G. Wagner
Kae Wagner
President - North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing

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