How to get a customer to return and to become a regular repeat customer.
The ideal customer is the person who not only buy one time from you but returns for another purchase. The idea is to get a repeat sale again and again. Ongoing income should be one of your main goals in your business.
“Ongoing income should be one of your main goals in your business.”
Some of the biggest challenges that some companies face is the fact they think that a customer can only buy from them once. If it is the case, then you might need to make some changes in your business.
Another challenge you might face is that for some reason your customers are not motivated enough to return to you. In this case, you might need to rethink your products or the services you offer.
And the last point is that you might not be 100% sure if your customers are satisfied with your product or service. Is it good enough so that they would want to return?
Let’s break this down a bit…
MY PRODUCT IS
I spent some time thinking about instances where this might be true, but I can not find something that fits this statement 100%. Almost every type of business I thought of has the opportunity for multiple sales.
Let’s look at a few examples (and solutions):
1 – Wedding Venues: A couple only gets married once (we hope). Yes, that is true, but there are ways to get a return client. Become part of that couples life journey. Do not just focus on their wedding. Start from their engagement. Offer a space for the engagement party and engagement photoshoot. Then the wedding. After that the first anniversary. Birthday parties and other special occasions. Think of anything that you can offer a new couple for the rest of their life. If they like your venue, they will return.
2 – Photographers: The same as with the wedding venues. Become part of their lives. Become friend and partner. They must refer to you as “OUR Photographer” NOT “THE photographer we used at our wedding”.
3 – Jewellers: Don’t just make or sell a ring to someone. Think of how you can build a relationship with your customers. You must know your customers by name (and they must know yours). A customer should be able to “pop-in” at your shop once a month for a quick coffee and, and while she enjoys her coffee, you can quickly clean and service her jewellery.
The list goes on, but the point I want to make is that you need to build a relationship with your customers. Become a part of their journey. Become part of their life.
MOTIVATION FOR A CUSTOMER TO RETURN.
You need some motivation, especially at the beginning of a relationship, for a person to return to you and support you again. They don’t know you or trust you yet, so find some incentive for them to consider you a second time. It can be in a range of forms from discount offers, or specials to gift vouchers, coupons or anything that might seem like an attractive deal to them.
Always ask yourself the question: “Why would I return to support myself?” Put yourself in their shoes, and it should become clear as to what you can use as your incentive or motivation.
ARE THEY SATISFIED WITH ME OR MY PRODUCTS?
The ultimate goal would be that your product or service is so outstanding that a customer will send you a letter or give you a call to compliment you. When you are receiving compliments or good reviews without asking, it means that you’re are on the right track.
If you do not get that, it might mean that you might have to start looking at your quality of service, or your products.
A great way to find out is to run a survey. Get customers to give their feedback in the form of a questionnaire, reply to an email you sent with a few questions, reply on an sms, comments on Facebook etc.
Think of a way that you can ask your customers (or potential customers) what they like and what they want. According to that, you will be able to determine what changes you need to make.
The key here is to keep it short. One or two questions. Do not spam your customers because that might also drive them away.
“…you need to build a relationship with your customers. Become a part of their journey. Become part of their life.”
In summary, what do you need to consider to get return clients?
1 – Do I have something I can offer them for the rest of their lives?
2 – What offer, solution or benefit do I have to get them to return, and that will improve their lives?
3 – Is my product or service quality good enough for them to want to return?