We talked about setting marketing objectives based on the business challenges you are facing, and how marketing can — and should! — help not only with getting the word out about your business, but nurturing your followers and leads till they become customers, and nurturing customers and encouraging them to stay with you.
I thoroughly enjoyed the discussions we had: and if you were there, thank you for being an active participant! And here’s the presentation.
Call it marketing or customer service or just call it business strategy — you hardly need to debate the importance of demonstrating to your customers that you value them. We all want to retain customers and usually go above and beyond to please them — by giving something extra, by offering lower rates, or by providing premium service.
Larger businesses have loyalty programs to handle this, but small-business owners usually like to use their own discretion and not allow employees an easy way to make these decisions. But good employees want to keep regular customers happy. They may go ahead and offer these “extras” anyway — by giving the room overlooking the pool, making small repairs in addition to the contracted job, or by over-pouring.
These “extras” are part of your cost of retention, but do you know how much that cost is? Are these extras proportional to the business you are getting from those customers? Are these extras in addition to the priority rates/service you are offering those customers? All these are important questions, but the most important question is – Does your customer even realize you are giving her something extra? Continue reading →