By Dan Byers
People are judging your business and the pressure is on to impress them, and this includes existing customers that you rely on for repeat business. Just because your clients have utilized your services in the past, it doesn’t mean they can’t be swayed by the competition and it’s up to you to make sure you do everything you can to establish loyalty and keep them happy.Attention to even the smallest detail is the mark of excellent quality and service, and by doing the little things, you will be able to garner big results.
After all, many customers who return for more business do so because they are satisfied with your services and the high quality of their experiences over the competition. These people and their needs must never be taken for granted or a motivated competitor could take advantage.
Here are 3 tips to raise the bar on quality and service in order to generate repeat business:
- Discuss the client’s successful history with your business: By highlighting the length of time that you’ve been partnered with clients, there is an emotional element connected to your shared history that can have a strong influence and keep them coming back. An easy way to do this is to recall winning moments from your last few projects together. However, that doesn’t mean you should rest on your laurels. Instead, use that history to paint the picture of a bright future for your clients and make sure to go to them with new ideas that you know will help them based on that history.
- Reciprocal feelings grow from personal service: Feelings such as “I owe you one” and “you solved my problem when I needed help” are powerful motivators for your clients to stay loyal to you. If you’re operating as the best in your industry and are willing to do something which is seen as going out of the way to help, reciprocal feelings will be generated within the clients served and they will respond with a desire to return for more business and refer you to friends and colleagues. Never let them forget you’re the best for their needs: Chat with them about their preferences, solutions that have worked before and even life events, all of which reinforce excellent interpersonal connection. Keep notes as they complete projects with you and reflect upon them occasionally during your interactions. When customers’ personalities are appreciated, steps can be taken to encourage them to stay. For instance, support could be offered if a client needs to make a big change and new services and products should always be offered as a wider part of their selection of solutions.
- Classic “Thank you” and follow up: Always thank clients for their loyalty and long-term commitment and do it through the printed medium, the most effective way to cement your bond according to studies. People will continue to respond to gratitude. Receiving a high-quality, printed “Thank You” card in their mailboxes with a personal message and a bonus discount solidifies your professional bond. It laces a personal touch into the marketing campaign so needed in this fast-paced, digital world.
Boosting your quality and service up to the level of excellence amplifies your essential brand message, helps prove that you are the best in your industry and escalates repeat business. The take-away lesson is to understand that “good” is not good enough to stimulate repeat business when it comes to the level of quality of your products and the manner in which you serve clients. It is excellence that brings them back.
Dan Byers is regional vice president for Minuteman Press International. He has been part of the Minuteman Press franchise system for over 17 years and is instrumental in instrumental in supporting Minuteman Press franchise locations in the Southern California region. For Minuteman Press franchise opportunities, visit http://www.minutemanpressfranchise.com. Tweet to Minuteman Press @minutemanintl.