Repeat Performance

Leann Anderson is a recognized trainer and consultant who has offered hundreds of seminars and workshops to businesses of all sizes. The following are tips she developed through years of running her own business as well as learning from the companies she consults to.

Did you know it costs six times more to attract a new customer than to keep an existing one? Clearly, no business--no matter how small--can afford to ignore the importance of generating repeat business.

You must continually tell your customers what you can do for them, show them exceptional service, and offer them something compelling to keep them coming back. Here are a few ways to accomplish this:

1. Do a customer satisfaction survey to find out exactly why your current customers buy from you. Is it your inventory, your hours, your pricing? Whatever it is, focus on that reason in your advertising.
2. Say Thank you and I appreciate your business. This can do wonders to leave customers with a good feeling about your business. Put that message on your invoices, mailers, ads, business cards and brochures.
3. Make doing business with you a visual and sensory pleasure. Keep your showroom, offices, lobby, materials, displays, vehicles and grounds looking first-rate. Make sure phones are answered quickly and politely.
4. Get to know your customers personally. A personal greeting, an advance notice of an upcoming sale, or a special order announcement all say, You're important to me.
5. Start a database to track and regularly contact customers. A birthday club, anniversary circle, preferred customer plan or frequent-buyer program can all attract and retain customers.
6. Develop a high service standard. Provide extras, deliver personally and promptly, redo mistakes at no charge, take the time to be attentive, and sport a winning attitude and smile.
7. Hire employees with great people skills, and tell them exactly how you expect them to serve your customers. Write it out, step by step, so there are no misunderstandings. Then reward good employee performance.
8. Treat each customer as if he or she is the most important one you have--no matter how much or how little that person buys.
9. Be consistent and courteous, even when dealing with complaints. An unhappy customer whose problem is solved quickly and professionally is a fan for life.
10. Show your customers how to use what you sell them. Extra time spent sharing information and advice pays off by making customers feel special.
11. Involve your customers in your business. Ask for their advice and opinions. Offer a reward for information to show you appreciate their time. Open houses and thank you parties are great ways to get people into your store . . . again and again.

--L.A.