“Promises may get Friends, but ’tis Performances that keep them.” – Ben Franklin
What’s does performing have to do with keeping customers? Plenty. Small business owners have to compete with the thousands of new messages being delivered to their clients every single day. It isn’t enough to have a customer. In order to keep that customer you have to perform and be of service. Being a trusted resource will keep your customers coming back for repeat business and makes it easy to refer you to their networks. But the real bonus is that it turns your business into something more than just a job.
High performance comes from offering the right services to solve your clients’ needs. Not what you think they need, but what they actually need. Take the time to listen and open conversations with follow up phone calls, regular surveys and communications. Social media is a great tool to open up the listening. Note that I said LISTEN not talk. Consumers hear enough talk throughout the day. If you take the time to listen you may be surprised at what your customers are really looking for. It also helps if you take the time to engage with your ideal customers and listen to their needs. Figure out who your ideal is and go hang out where they are.
Once they become a customer, over deliver and delight them with a solid service before, during and after the sale. The cycle is ongoing and helps nurture the customer’s positive experience with your business. This can take many forms and the easiest way is to publish content.
Being a trusted resource means that you present clients and potential clients with content that educates them about a particular problem or the industry in general. Helping them make important decisions will help them remember you when the time comes to use your services. Don’t think of it as ‘giving away’ too much. You’re offering information to help them locate quality service and a solution to their problems. Your business will be known as the experts. The go-to resource in your industry. Chances are when the need arises, you will already be foremost in their minds. Plus it’s nice to know your business is doing something positive.
Taking the time to listen and publishing great content are just two ways to make your business stand out in all the noise out in the marketplace. Valuing your current customers and offering them more than they expect is the best way to create loyalty and most of all TRUST. Something we can all use.