Ever see the cable or phone company ‘special deals’ on TV?  They always end in “applicable to new customers only”.  That actually penalizes me for being a current customer. 

Loyal customers are the key to a successful business.  If you don’t believe it – neglect them.  Especially in today’s market place, such neglect or perception thereof won’t be tolerated.

So how do you get or keep loyal customers?

Start with Communication. Consistent communication is important.  Don’t confuse this with continuous sales pitches – pestering them can be as damaging as neglecting them.

• A regular (weekly, monthly, quarterly – depends on your industry) newsletter or flier (mailed or emailed) keeps your company name in the foreground of your customers’ psyche.
• A reminder card for a tune up, regular service, or suggested service shows you care.  A follow up phone call ensures your contact information continues to be accurate and again, illustrates your concern and reminds them that they matter to you and your business.
• A greeting card, whether at the holidays, a customers’ anniversary, as an appreciation for their business or birthday recognition personalizes your company to your individual customers.

Be sure you know them. Know what/how they order.  Know the frequency and what motivates their decision.  If possible, know them personally.  Don’t pry for personal information, but knowing your customers and being able to ask “how’s your son’s little league team doing” or “how was your vacation last month?” demonstrates that it isn’t just their business but the individual customer that means something to you. 

Show your appreciation.  Thank You Cards and phone calls really do make a difference.  In addition, providing customer incentives that are only available to Current (LOYAL) Customers speaks volumes. Show your customers that you notice that they’ve been loyal.  This doesn’t have to be expensive and it often looks tacky or like you might be charging too much to begin with if you just offer some token gift (wine, golf outing, etc.) Instead, offering free shipping, cleaning or a free service or product you sell encourages your customers to come back.  It GIVES them something they would normally have to pay for to receive.  Recognize they have other options and encourage in your words and actions the importance of their loyalty to your business.

I’m telling you, this guy is one of the smartest guys I know.  I was stunned.  When I finally picked my jaw up from the ground we sat down and talked.

Slow times are the most important times to remind customers that they matter to you.  The fact that they haven’t done business with you in some time could result from a number of factors.

·         Haven’t needed your services

·         Don’t feel they have money for your services

·         Too busy to concern themselves with your services

·         Found someone else offering the same services

No matter what, getting your name, your face, your company in front of them is the key to keeping them as your customer.  The holidays make this easy.  This can be a simple greeting that lets them know they are important to you.  Don’t misread me here though.  This is more than a greeting card.  It is a marketing tool.  To have the opportunity to connect with clients and then not ensure they see your wishes and recognize your business in the process is a WASTED opportunity.

·         Have your company name imprinted on the inside of your cards and then sign your cards personally

·         If possible, write a small note on the inside of the card, personal to that client, start with their name

·         And of course, order cards that help you stand out from the numerous other well wishers

Industry Specific Holiday Cards are a perfect way to do this.  If you’re an electrician and you send out an electrician themed Christmas card your card gets noticed.  A clever card that portrays your industry in a positive way is an advertisement on its own. It creates a buzz and encourages others to see who sent it.

Plus, a holiday greeting card is one of the oldest American Traditions.  Sharing this cultural icon with customers brings the relationship to a more personal level and bonds giver and receiver in a way no other printed piece can match. This personal relationship, with continued effort on your part, tends to evolve into customer loyalty.

Bringing loyalty to your customer base is the way to keep your business afloat in these trying times. 

·         Loyal customers rarely leave over a small change in price.

·         Loyal customers are more inclined to pay you on time.

·         Loyal customers talk about your company favorably with others.

Oh, and back to my friend, he recognized the errors of his misguided greeting card concepts. He decided to order cards after all. Hopefully you’ll do the same.    

Direct mail is helpful and a staple for many industries. However, the decision to limit funds spent in this way and instead focus your marketing dollars on those that have contributed to the success you’ve reached thus far makes a lot of sense.

Marketing to this audience costs less  and is more productive.

* You already have their contact information

* They already have experience with your company

Phone calls, notes and greeting cards to current customers show them you think of them. Such actions will also ensure your customers think of you. “Out of Site – Out of Mind” is true. Even those customers who had been happy with your service may not think to call you when they need you again – especially if it has been several months or more since they last did business with you… or last heard from you.

Happy customers make a great sales force for your company. Ignoring their power has the same impact, but for your competitor.

Annie Rumary

So what’s the answer? We keep them, in part, by ensuring they know we care about them and their business.  Just like at home we often take those around us for granted and we forget to say please or thank you.  Giving a customer a simple “thanks for continuing to do business with us; we really appreciate it” goes a long way.  

Regular communication and building a relationship is key to creating customer loyalty.  We all know it’s true: Out of site, out of mind.  Don’t let your customers forget you or soon they’ll be someone else’s customers.  For many, a quick – but personal – card is a perfect way to stay in touch.  Cards are seen as personal mail – not solicitations.  But don’t be misled – their ability to market you and your organization is enormous.  The cost is small, and whether you mail them or hand them out personally, the receiver is excited to see it.  The mere size makes it clear it is not a bill, not junk mail, but a greeting card.

As the holidays approach, don’t fool yourself into thinking that sending cards to your customers, vendors and staff isn’t important.  It is!  A greeting card is a gift.  The exchange of greeting cards is one of the most popular and widely accepted customs in the United States.  Sharing that tradition with customers shows them just how special they are to you.  And again, it is an effective marketing tool for your business. 

But of course, all cards are not equal in their marketing effectiveness.  How many pretty wreath cards or winter scenes do you think your customer will receive?  To market effectively you must stand out from the pack. You must give your customer something that will make them take pause, smile and think of you.

Don’t miss the opportunity to market your business with an industry specific Christmas card.  A clever card that depicts your industry in a positive way ensures your customer associates that card and the smile on their face with your company.

Annie Rumary

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