On the 9th day of Business Planning my true love gave to me… CUSTOMER RETENTION!
Sales Expert Jeffrey Gitomer states, “Customer satisfaction is worthless. Customer loyalty is priceless.” So often, once we’ve successfully helped our customers navigate their way to the closing table, we send them on their merry way and we neglect to stay in touch.
It’s easier, and typically far less expensive, to retain a customer than it is to generate a new one. So it’s well worth taking the time to map out a plan for staying in contact with all your customers post-sale.
STOP NOW and determine your level of engagement. Ask these questions:
- How often are you contacting them?
- What are you currently doing to stay engaged? (email, regular mail, voicemail, video, client party, etc.)
- What are you spending?
- What would build a better relationship with your past clients?
Set specific plans in place, along with achieve by dates.
There are ten levels of communication – you have to determine which of these ten levels are feasible in your business, and how you might best implement them. The #1 level? Face to face. That may or may not be practical, based on the type of business you run. (In our book, Snapshot Business Planning, you can learn about all ten – pick up a copy here.)
Be on the lookout tomorrow for YOUR Day 10 of the 12 Days of Business Planning!