You know what it’s like; you’re getting plenty of leads, but no one is following up.
At first, just a few go by, but then they start to stack up. You’re also aware that the sales staff isn’t following up on customers who have come into the store and haven’t made a purchase.
Every business needs fresh customers, but what about those who are good leads or have already been in your store?
If you’re working harder at getting new customers than keeping old ones, you’re spending a lot of money on marketing. Think about it this way; every time a customer comes back or sends a referral, the average marketing dollar spent per customer goes down. Furthermore, a good salesperson will be cultivating customers who have bought before or paying attention to “hot leads.” The competent sales associate knows these are easier to sell.
No matter how you’re gathering your leads, they’re valuable if you’re following up and closing them. If you’re not doing either, it’s like throwing money out the window.
If this sounds like your business, the best thing you can do is start capturing customers’ home addresses and email addresses. Stop entering “Cash” on your invoice where it says, “name and address.” After all, if you don’t have customers and good will, what do you have?
The National Retail Federation (NRF) recently said the only way to steer customers to your business is to help them cut down on their buying choices. One way to do this is to send them small bites of information that is both educational and fun so you ultimately become their trusted adviser. An article on “Tips for finding the right flooring retailer” can help influence a fresh lead or referral to walk into your store.
The smart dealers realize that being high tech is not something for the future—it’s here now. I recently spoke with Cary Cass, general manager of Dolphin Carpet and Tile, headquartered in Miami, Fla. With over 30 years in the business and a member of the NFA (National Flooring Alliance), Dolphin is utilizing many online tools to help the customer stay connected.
“We realize that once a customer is in our store, we have an opportunity to both sell them and build a customer for life. Our interactive on-line design center makes it easy for the customer to build a profile of her likes and store her choices with us. We’re also testing software that will automatically contact our customers with timely offers and useful tips. It may sound trite, but it’s not up to the customer to remember us; it’s our job to be memorable. This is not something we have the time or expertise to do by ourselves.”
Being consistent with customer communications is the key. “White House, Black Market” a women’s clothing store targeting consumers age 25 and older, does an excellent job of staying in touch with the customer. By receiving their emails, post cards and phone calls, I feel like we’re old friends. I feel guilty not going in to look at their new styles. I know the communications are automated, but they’re still fun, informative and useful.
“The goal of any business is to build relationships with customers. In the article, “Why the Zero Moments of Truth Matter More than Ever,” Google points out there are endless opportunities a business has to ‘touch’ the consumer. The key is to get her to like you because people buy from people they like. To build top-of-mind awareness, these must be sent least 12 to 18 times a year. If they don’t, the customer will go to the competitor. Our system will customize your message and automatically keep in touch for you.”
Customers have many choices; why not be their first one?
isbeth has been teaching businesses how to improve their customer service and the customer experience for over 20 years. To schedule a consultation or have her speak at your business, reach her at Lcalandrino@nycap.rr.com. If she’s not in her office, she can often be found mornings at the YMCA in East Greenbush.