Have you ever wondered why some businesses may set up shop in areas that might not be very conducive to business or a bit hided from the walk through traffic and do quite well, while others are placed at major thoroughfares where walk by and drive by traffic are all but guaranteed, yet within a certain time they fold and the place goes up for lease or sale? The truth of the matter is that success is not always determined by your location – although it does play a vital role – but more often than not it is dictated by customer loyalty and your service to your customers.
Here are four reasons why customer loyalty is vital to your business:
1. First and foremost is the fact that a loyal customer is a repeat customer who buys again and again. This person will know about your business practices, about what to expect from your goods or service, the advantages and the disadvantages, and she or he will do business with you in such a way that it is a mutually satisfying transaction.
2. As you establish a relationship with your customer, you are also establishing a relationship with the customer’s family and even friends. Thus, it is not uncommon to have the wife bring in the dry cleaning for the family and turns her mother, mother in law, aunt, and best girlfriend on to your business.
As the husband is sent one day to pick up the dry cleaning he becomes familiar with the business, and the friendliness of all the employees, and he will tell his brother, business associates, and others who are looking for a drycleaner. Thus, you are suddenly becoming a commodity which is being shared with others. Sometimes even if the business is not very easy to find but because of the good service you offer the customers feel at home or even better and they will come back to you even if there is a business nearer to their home. You always have to give your best service to your customers, be friendly, nice and talk to them and you will have the loyalty you need to grow your business.
3. While family referrals are great, business referrals are even better. If you are a dry cleaner, you will want the dress maker down the street to recommend your services to its customers. Talk to the dress maker and tell him that you will also recommend his services to your customer and this will be a win-win situation. Similarly, if there is bridal shop with which you may have some professional ties, then these business referrals are simply priceless! Customer loyalties – when you have other business owners or clerks shopping at your store or utilizing your service – are quite often the gateway to a great number of new walk in customers.
4. Yet the fourth and perhaps most important reasons why customer loyalty is vital to your business rests in the fact that many major purchases are not made during the initial contact. For example, if you are a furniture store, you might have someone come in looking for a computer desk. While these may be expensive – depending on the materials – by and large these items are small fish. Yet if the consumer is satisfied with the product, the delivery, the setup and also the price, the odds are good that she or he will be back when it is time to furnish the nursery, buy that new wall unit, or acquire that bedroom set that was saved up for! You often observe that the price is not always the most important factor for a sale but the service you offer and the kindliness of your employees and yourself is vital for a sale. If you for example deliver in time the merchandize you offer and help even with the installing of the furniture for example, this will keep a very good impression on your customer and he will without doubt recommend you to his friends and associates.
This is essential en every business you are involved with, even if you have a business without selling a product, but the network with your customers is the most important service you can offer to your customer without any cost for you. Just be kind and serviceable.
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