We spend so much time networking and trying to turn a prospect into a customer, it would be nice to think that the job is done! Unfortunately, getting them “in the door” one time just isn’t enough and we still need to figure out how to encourage repeat business. How can we turn a one-time customer into a loyal and devoted one?
There are always going to be those elements that you cannot control that affect a customer’s or client’s loyalty—they might run into a budget crunch, or change the focus of the business, or they might get a much better offer from someone else. Other times, however, you can influence whether a customer or client accesses your services or buys your product just once—or over and over again.
I think there are two main things to focus on when trying to generate repeat business: 1. Trust and 2. Incentive. Trust can be influenced by your own actions—how do you treat the customer or client? Are you following through on your business mission and delivering what you promise? It can take time to build trust but if you act in a trustworthy manner from your initial contact with an individual, they will come to understand that they can count on you to provide good, honest service.
Incentives are an important part of encouraging repeat business. Offering a good price, a repeat customer discount, or other financial bonuses is one way to provide incentives. You can also make sure that the customer knows the new products or services that you have to offer. Constantly providing new and better products and services can be an enticing incentive for customers to come back.
Treat customers and clients the way you would like to be treated and keep in mind that you are building a long-term working relationship if you would like to encourage repeat business.
Also: Will You Take Any Clients or Wait for Loyal Clients?
It Costs Less to Keep Existing Customers