Following on from last week, we’re ready to take the next step.You presented the case for your product, made the sale and turned your Prospect into a Customer. Mission accomplished, right? WRONG. You’ve only completed the first leg of the client journey. Your most important work is yet to come. Now you need to nurture that relationship and take it the rest of the way to lifelong client. This is how to negotiate the second half of the client journey.
What NOT to Do
You’ve climbed that first hard hill and earned yourself a customer. The most critical thing at this stage is not to backpedal. You want to show your customers further good deals await them with your company, but you don’t want to send the wrong message. I’ve clicked on offers on websites only to find the deal is a bait-and-switch. The offer only applies if you purchase a certain amount or meet some other crazy requirement. This tactic might work once but doesn’t promote repeat business. You also run the risk of turning your customer from a raving fan to a raving nightmare. So don’t risk opening yourself up to bad word-of-mouth. Always choose your customer outreach with care.
Customer to Client
Your customers graduate to the role of Client when they’ve purchased from you more than once. This is perhaps the most important step in the client journey. Once you’ve got actual repeat business from someone, it suggests loyalty and a real awareness and appreciation for your product. The best way to encourage this transition is the old-fashioned way: Provide good service, a good customer experience and a respectful amount of follow-up. Customers who are treated right are all too happy to become clients!
Client to Lifelong Client
The Lifelong Client is a client that continues doing business with you and also refers business to you. This is the client you want to have. A good, paying customer is a great thing, but a customer that’s also an advocate is invaluable! There’s no better commercial for you and your business than the praise of people who do business with you. Pay special attention to your client relationships. Incentivize future business for your clients and manage the relationship so they’re aware of what you’re doing. Keep them in the loop, and never let them forget you appreciate them! You’ll be up to your eyeballs in “lifelong clients” in no time.
Get off your duff!
image credit: Bigstock/Oneinchpunch