Customer Loyalty- Don’t Hold Your Breath

It’s time to get comfortable with the fact that customer loyalty is a thing of the past.

Today, every business owner has got to realize that it’s a waste of time and energy wondering how attain it. Rather, we’re better served spending that energy learning how to continually impress our customers with a great experience and stay in their consciousness (if not in their face) and remind them of us as often as possible.

This is marketing.

In a previous post I wrote about THE CUSTOMER LIST.

Contacting your customers directly by email, direct mail or even phone call (if that’s appropriate in your industry) is a great way to keep you and your business top-of-mind.

Since you likely don’t have the resources to run TV and radio ads all day every day you need to do something to remind people you exist.  You just can’t take for granted they’re going to think about you when it’s time to make a buy.

People may go to the nearest place for convenience or they may go to the internet to scope out the best deal but guess what?…if they get a letter or an email from you with a smiling picture of you and your dog and a story of the batch of new widgets that just arrived from a distant land, you just might pique some interest and grab a sale that might have gone elsewhere.

You have a unique perspective on your business and it’s a great idea to bring that with your expertise in what you do into a dialog with your clients.  Engage them and make them feel like they’re a part of your business.  We call this “building a fence around your customers”.  It’s a gradual process that can have dramatic rewards.

Please leave your comments on this post and add your own story of how you communicate with your clients for building loyalty.