We tend to spend a significant amount of energy trying to increase the size of our business rather than satisfying our current customers.
What many companies do not realize is that the same changes in approach that increase the satisfaction of current clients is usually the key factor in growing the business.
The following tips can help business owners increase business while at the same time satisfy current clientele:
- Understand what your clients and prospects value most and deliver it
- Turn your customers into salespeople
- Reward loyal customers
Understanding differences in customer value perceptions is the most effective way to differentiate yourself from your competitors. Make sure you understand what your customer values most and expand on it. Just remember to survey your customers first to see what is of value to them as many times what you perceive has the most value is not actually the case. For example: many companies blame lost prospects or clients on price resistance when instead they failed to meet other service expectations of the prospect. Blaming it on price is an easy way out excuse.
Once your clients are satisfied customer referrals can be a great way to explore new revenue streams. Don’t be afraid to ask however for the referral. An easy way around this fear is to ask for the referral up from to set everyone’s expectations. For example: In the meeting you could state “If you are satisfied with my work / product or service at the end of the process would you be willing to refer my work to others?”
By rewarding customers, you not only improve customer satisfaction, but you also increase the likelihood of additional sales. Many current customers are prime candidates for these additional offerings but do not actively pursue them on their own, either because they don’t recognize the need or are not aware of their availability. Take the time to present current customers with client rewards as well as an opportunity to purchase product offerings they may not be aware of before your competition does.
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