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Seven Ways For You To Gain Customer Share!
1. Ask for it. Think of reasons why your customer should use your services more often. Is it for preventative maintenance? Will it lengthen the life of a product or equipment? Does it promote better, more healthful living conditions? Is frequency less expensive?
Ask for it.
Think of reasons why your customer should use your services
more often. Is it for preventative maintenance? Will it lengthen
the life of a product or equipment? Does it promote better,
more healthful living conditions? Is frequency less expensive?
Determine why your customer should use your services more often,
or use more of your services, and then ask for the opportunity
to be of more service!
- Incent it.
Give your customer a good incentive to use your services more
often, or use more of your services. "Ms. Customer, if
you're like most customers, you're going to use our services
two times in the next 12 months. If you pay for both service
calls in the next 90 days, you'll save $50 off the regular price,
and you will be entitled to priority scheduling when you need
our service." Or, "Ms. Customer, here's our Frequent
User card. Every time we visit you we'll punch this card. Your
5th visit is free, providing that it occurs within 24 months."
Or, "Ms. Customer, are you an American Airlines frequent
flyer? We give 500 points when you use our service."
- Communicate more frequently with your customers.
Customers are not mind readers. They don't know all of the
services or products that you sell until someone tells them.
And since they do not have the minds of elephants, they won't
remember your services/products unless you remind them! Most
service businesses communicate with their customers only when
the customer calls and requests service! Months go by without
any contact from the business. If you want to increase customer
share, keep your name (and list of services/products) in front
of your customer. In between their service calls, make it a
point to call or write them -- frequently!
- Find out what you're missing.
Have you ever asked your customers what more you could sell
Customers only know what they know. They don't know there are
other services/products you could provide to them. You've got
to ask them. Have you ever thought of surveying your customers?
Have you ever thought of asking them where they spend their
money (for your products/services) if they don't spend it with
Become friends with your customers.
It might surprise you to know that a customer will call you
this month for service, and in three months call your competitor.
Why? There are many reasons, all of which have nothing to do
with the quality of your service, or your price. The primary
reason may be they simply can't remember your name and number.
So they go to the yellow pages and call two or three companies
in hopes of getting someone to come out and fix their problem,
or provide the service. If a customer doesn't know you exist,
you may be doing a good job of capturing customers, and a poor
job of keeping them. Once you capture em, you've got to
befriend them. Once you become a friend, they don't forget how
to get in touch with you. Of course if they only hear from you
when they call you for service they're not likely to think of
you as a friend.
Train others to gain customer share for your business.
It's better to train a technician and lose him, than not train
him and keep him! If your business relies on technicians to
interface with customers, you're making a serious mistake if
you're not training the technicians as marketers. Of course,
technicians are technicians. Who would ever think of a technician
as a marketer? Most of them probably would not think of them
as marketers. The word alone probably frightens them. But you
can change that. In fact, you have to change it if you expect
technicians to gain customer share for your business. Educate
your technicians. Show them the value of increasing customer
share. Give them words to use to ask for customer share. Create
promotions for them to use when they're with your customers.
And then, of course, incent the technician to gain customer
share. Make it worthwhile.
Build a customer database.
Your most valuable asset as a business owner is customer loyalty.
What are you doing to protect that asset? Every customer should
be entered into your customer database. The database must include
a profile of the customer. By studying the profiles, and extracting
data from the customer database, you can make intelligent decisions
about your business. Mostly, however, you can use the database
to gain customer share. The database becomes your link to every
Free Report is not intended as business advice. Consult with appropriate
advisors prior to franchising a business. For information about
further assistance from Dr. Hayes, call 972-985-8044.
John Hayes is a prolific writer, popular speaker, seminar leader and consultant to businesses in the United States and internationally. He is an advisor to small business owners, independent distributors, franchisees and franchisors. firstname.lastname@example.org
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