Reuniting with “The Ghost of Customers Past”

Returning customers are always a plus. You know their history and they appreciate the way you conduct business. And although all customers should create revenue for your company, returning customers fair better with spending more money more frequently.  After all, they trust you and your service and they know that you provide great results.
Returning customers deserve special attention so that no matter how or when their needs change, they continue to seek you out and rely on your company to provide solutions.  Here are some quick tips on gaining from the relationship between your company and a returning customer:
1) Make sure to play catch up. Learn how their needs have changed since you last worked with each other. Talk about their successes and failures, trials with other vendors and progress as a company.
2) Be appreciative and be careful not to gloat. Perhaps you knew all along you were the best provider for your customer’s needs, but maybe they wanted to check out the green grass on the other side. Understand their reasoning and thank them for returning to you.
3) Talk long-term strategies with them. Conjure up a feasible plan that creates a long-standing relationship with the customer.  If they’re comfortable with a contract, have them sign one that secures priority space, rates or service.  Now that the customer has returned, your goal is to keep them with you.

4) Make the customer a brand ambassador. The notion behind this strategy is to turn your customer into a lead   generator. They will provide the best word-of-mouth advertising and share their positive personal experiences with anyone who can benefit from the service you provide. Discuss referral fees or kickbacks for their loyalty to your business.
5) Reward their return. Any customer– new or returning– deserves to be rewarded. Show them you value their commitment to your business with something like a free upgrade to a better service/product, a coupon for a discount, a promotional item– or even get social media savvy and tag them on Facebook, Twitter, LinkedIn or on your blog.

These are just a few tips on how to build from a relationship with a returning client. For more tips, please contact me.
Do you have strategies of your own? Share them! I’d like to hear what works for you.

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