We all love the thrill of a chase. Nothing beats the exhilaration of that will they/won’t they narrative, and this is as true in business as it is in love. When you’re chasing new leads, you likely use a whole plethora of clever business techniques. From SEO to content creation and photography that teases at exactly what you do, catching leads is a lot like creating a great dating profile, and it’s probably something you’re well versed in.
But, as with dating, pulling out all of the tricks to secure a sale doesn’t necessarily mean you’re about to settle down. If you focus solely on the chase, those sparks of interest could very quickly die, and your customers may well never come back for more.
That’s bad news, especially considering customer retention is around five times cheaper than acquisition. Loyal customers, and word of mouth, also remain the most effective marketing method. Unfortunately, you may not know how to settle down with loyal customers after so much time focusing on the chase. That’s why we’ve got a few tips for finally creating relationships that last.
# 1 – Make Them Feel Special
If a date doesn’t make you feel special, then you probably won’t arrange a second meeting, right? Well, the same rules apply in business. If you treat each customer like they’re just one of many then they’ll struggle to connect with your brand and may even feel frustrated by their experience.
Hence why you should go above and beyond to pull out all of the stops for every single customer!
Luckily, there are plenty of ways to do this, and in this modern age, they don’t require a huge effort. Even just automating personalization on your email responses will go a long way, allowing consumers to feel seen, and to access benefits like relevant product recommendations. Customer service should also be fully personalized, responsive, and tuned in to what customers want.
It also obviously pays to provide some form of loyalty reward, be that next-purchase discounts or, more commonly, a loyalty scheme that offers either money off or a free product after a set number of purchases.
# 2 – Truly Listen To What They Have to Say
No one loves a date that doesn’t listen, or that only talks about themselves. Unfortunately, your company can quickly make those mistakes if you’re constantly posting ad-heavy content into the ether without ever stopping to hear customer feedback.
Nowadays, one of the best ways to listen to your customers is to respond to their comments or @mentions on social media. This is effective because it shows everyone that you care. More specifically, it allows you to directly communicate with customers who are more liable to consider you fondly as a result.
However, a good date shouldn’t only answer questions that are posed to them. They should also ask a few of their own, and surveys provide a great way for your company to do that. Admittedly, you may want to avoid low-customization options like social media surveys or surveys from popular companies like SurveyMonkey, as there’s a risk that these will look a little like you’re trying to tick a feedback box. Instead, seek fully customizable, advanced SurveyMonkey alternatives with migration support like SurveyKing, which can help you get to know your customers on a deeper level. Then, put that feedback into actionable, publicized change to show how well you were listening.
# 3 – Offer Them a Future
All relationships are exciting at the start when you’re still getting to know each other and the allure is strong. But, after even one night together (or one purchase, in this case) that air of mystery and appeal will start to fade. Perhaps your customers aren’t happy with what they’ve bought, or perhaps they simply can’t see themselves wanting the same product again.
To keep the relationship alive, you need to act quickly to keep your customers engaged and secure a long-lasting love. To some extent, surveys and so on will help with this because they’ll show that you’re willing to change. But, nothing says ‘we have a future’ like regularly updating your product range.
Ultimately, you want to show your customers that there’s a good reason to stick around. So, even if you’re a small company with limited products right now, hint at advancements, or work to improve what you’ve got, to secure loyalty at last.
Settling down is never easy, but you can bet your customers will be ready for a future with you as soon as you implement these tips.
