Regular customers form your base


Photo by Becky McCray.

Ask yourself:

  1. Who are your regular customers? What do they buy and why do they keep coming back?
  2. Who are the customers you do not see anymore? Why do not they come back?

Why is it important that you answer these two questions? It's simple. Regular customers are the foundation of your business. And the customers who are gone are key informants. Knowing why they are gone, is knowing where you need to focus your efforts.

the The loss of regular customers can have a considerable impact on your results. This loss occurs in three ways. First, you have the loss of life Sales. You may only see a loss of $ 10 a week, but that's more than $ 20,000 during a lifetime.

The second loss is the cost of obtaining new customers to replace those who leave. It may cost $ 3 to $ 5 to keep a customer, but at least $ 20 to get a new one.

The last and the biggest loss is good lose regular customers who are often your greatest ambassador. Their stories and stories are invaluable. And they do it often and have great confidence in their networks and circles.

So you have the advantage to answer the first questions that I asked. You probably already have a lot of this information in your head, in your employee resource, and in your work records.

Once you have determined who is in each group, the hard work begins. Take the time to determine why some people are staying and why others have left. Today, social media is a great resource for getting some of this information. But having a conversation is the key. See you for a coffee. Try a cold call. Network.

Some of the most common reasons people leave are:

  • They found a competitor. If this is the case, find out why they have changed stores and what you need to do to get them back.
  • Your product or service was difficult to understand to do work.
  • Your product or service did not work. And your customer service has not solved the problem.
  • Some may have forgotten you. In today's world of media and endless communication channels, your message has been lost. Keep your name in front of your client.

It is important that you act; know your customers by staying in touch and listening; and keep your regulars informed about what's going on in your business.

Remember that your base is built on your regulars.

About Glenn Muske

Glenn Muske is an independent expert in rural small business, working for GM Consulting – Your Partner for Small Business Success. He provides advice and writes articles for county extension officers and newspapers in North Dakota. Previously, he was a specialist in rural and agri-food business development at the Extension Service of the North Dakota State University – Center for Community Vitality.

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