Business Success Center

Courting New Customers

Does your product make people jump out of their seats and instantly run to the phone to order? Is your service so compelling that as soon as prospects first learn of it, they hug you and sign up?

If you’re like most companies, you’ve came to the realization that love at first sight does not exist in the business world. Landing a customer for life is an active process that involves keeping up with the times. Surround yourself with customers that love you by following the techniques below.

Courtship
At one time, you could turn heads by concentrating advertising dollars on major television networks, a dominate local newspaper, or your local top radio stations. Not necessarily the case today. As your commercials air, they pause you, tune you out, and turn their attentions elsewhere. CEOs are finding this out the hard way, and many continue to look for love in all the wrong places.

To get that first date, savvy CEOs should do their homework and find out what their prospects are interested in, where they play, and how they spend their time. This is where advertising and marketing dollars need to be spent … in specialty publications, on the golf course, or in the grocery store. You need to be present in the right places and command attention. Wink at them and start the conversation.

Remember that people usually do their homework before a first date, so make sure you give them the tools to do so. Make sure that marketing opportunities not only offer you awareness, but compel potential clients to learn more about you online. Once they visit you, capture their e-mail addresses and offer an e-newsletter to keep in constant contact and continue courting. Take your flirting full circle!

Engagement
Once you’ve found that special someone, don’t let them go. You’ve got to let them know you value the relationship and keep them connected to you. Today’s technology gives us exceptional avenues to make this happen; consider utilizing the following techniques to keep the love alive:

Video. Whether it’s on your site or broadcast on one of many video-sharing sites (such as YouTube), there is no better way to engage, entertain, and educate your audience than to utilize video. A recent eMarketer study indicated that 123 million Americans watched at least one online video clip per month and over ¾ of those told a friend about the video. If you’ve got it, video is the emerging way to strut your stuff.

Blogs. People buy from people they trust. Blogs give you the appropriate avenue to express who you really are, gain allegiance, and engage the right targets. In order to be successful, blogs need to be consistently updated, monitored, and managed.

Online Product Reviews/Ratings. Give your current customers a chance and forum to discuss your products and to talk about your service. By doing so, you instantly raise your credibility and make potential customers more confident.

Online Networks. Join established online networks such as LinkedIn. Welcome clients to connect with you and benefit from your connections. It’s always respectful and appreciated to open doors for those you care about; do it with style online.

Commitment
Once the honeymoon is over, you’ve got to keep customers captivated by your charm. It’s your mission to foster a positive relationship of profitability and loyalty. Are you ready?

First, you’ve always got to know where you stand. Information gathering is essential to ensure that you are truly delivering value to your customers. And, you must learn how you can continue to do so! Don’t rely on traditional customer satisfaction questionnaires as they often refer to past activity and often don’t promote open communication (necessary to make a true impact). Instead, continue to court your customers at lunch, focus groups, and events where you both show appreciation and gain information.

For example, say I asked my husband on his way out the door if I’ve been a good wife this past year. I’m confident he would say “yes” grab his brief case and go on his way. However, if I made him a nice dinner, told him that I appreciated his being such as good husband, that I vowed in 2008 to be a better wife, and then asked him to help me create a list of how I could do so; I think we would have a very long and eye-opening conversation!

The art of listening and application is just as important as asking the right questions. Tell your customers your processes for gaining information and then exactly how you will respond based upon this information. Make them an important part of your direction and growth, so they feel compelled and proud to stay with you. Progressive companies fold their customers into their development plans, serving to increase commitment and profits. Are you feeling the love yet?

As you go through this process above, remember that sometimes relationships are not beneficial. Let go of these destructive ties early and don’t look back. The best customers take work, but they’re worth it. If your heart is in it, there is nothing stopping you.

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