All of today’s shopping, dining and entertainment experiences are just that – experiences. It’s more important than ever to engage customers and tether them to your distinct brand – what makes you different from your competition down the street or a purchase made online? The answer to this question – and the way it’s conveyed to your current customers – will keep them coming back for more.
Let’s face it, in today’s marketplace, it takes more work to make [and keep] the sale. Consumers have higher expectations, expect more value, look for discounts and demand better service – so your business has to focus on how to integrate or improve upon these factors. Use these influencers to your advantage by enticing customers to buy from you based on what they want, not what you think they should be getting. Maybe you can’t offer the best price, but you can give excellent service and you sell an amazing product – focus on your strengths and what makes your business unique to the customer so they’ll want to purchase from you.
Remember that the consumer experience does not end with the purchase; that’s just the beginning. Large and small ‘follow ups’ post-purchase are necessary to keep your business top-of-mind with the consumer. The establishment and retention of these types of relationships are becoming almost as critical as the actual product itself. We know that your current customers are your most qualified leads, but just because they purchase from you once doesn’t guarantee repeat business. So it’s up to you to nurture these relationships and create a strong connection between these customers and your business. This can be accomplished via targeted direct response [email and direct mail], personal phone calls, yearly birthday messages, etc. Stay connected to these customers to keep your business top-of-mind.
Businesses [especially privately owned ones] need to concentrate on selling the experience and differentiating themselves from the competition. It’s the positive and unique experience that will fuse a customer to your business – not the device they take with them. A forgettable experience won’t bring customers back through your doors – an unforgettable positive one will.
In this industry, our Associates are selling a lifestyle improvement, not merely a device. The device is the solution, but the customers’ journey is actually more important. Focus on the journey, the factors that are important to the customer and encouraging them to always travel back through your doors!
Remember these tips:
- How is your business unique? What differentiates you from the competition? Use the answers to these questions to help your business stand out.
- Raise the bar [especially related to service] to meet consumers’ increasing expectations.
- Keep current customers connected to your business to encourage loyalty and repeat sales.