Monday, June 28, 2010
Customer Loyalty Matters
Customer loyalty matters as selling more to current customers is easier and cheaper than finding and selling to new ones. Loyal customers tend to buy more, more regularly and they frequently recommend your product(s) to others.
Here are three tips to help deepen relationships with customers, establish greater levels of trust and build stronger customer loyalty.
Understand the true purpose of marketing.
Effective marketing is in large part about building trust and developing relationships. The purpose of marketing is to create and maintain a strong feeling with customers so they are mentally predisposed to continually choose and recommend your product(s). Successful marketing also requires being relevant and unique.
Identify and build your brand.
This isn't just about your logo, marketing look or tagline although you should have those tools in your marketing kit. Branding that builds genuine customer loyalty goes beyond what the eye can see. It's branding at the emotional, sensory and gut-feeling level. Your brand is what your company is known for, how you engage with customers and what people can depend on you to consistently deliver. It's a compilaton of your most importan strenghs. Identify you brand and leverage it to see customer loyalty and referrals increase. Don't be shy about showcasing your uniqueness and strengths.
Tap into what customers want.
To appeal to a customer's needs or desires, you must first understand their motivations, values and priorities. Each customer has unique needs and wants. Being tuned in to what customers want and being sensitive to their evolving needs will help you become more resourceful and innovative over time. That is an excellent way to set yourself apart from other businesses and help you build memorable, lasting customer relationships.
More tips with my next blog.
To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.
- I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.
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