Grow Your Business

Attracting, satisfying and keeping great customers follows a cycle. As they progress in their relationship with you, they also tend to expect and need different things.

When you clearly know what clients expect at each stage, you waste less time second-guessing and can meet their needs more efficiently--giving you more time to keep your own life balanced.

Here's a quick guide on how you can easily convince customers at each stage to take your relationship to the next level:

Stage 1: "Looking"

They're not your customers yet, but they could be. The point is that they're looking for someone like you, but they don't know you're out there and "available."

What They Need: Awareness of your business and the solutions you offer, through advertising, marketing, and word of mouth.

Your "Next Level" Technique: Offer them convenient ways to get all their questions answered (websites are great for this), and collect their contact information so that you can keep them updated about special offers.

Stage 2: "Interested"

They know who you are, and they're open to hearing from you again. They could even get excited if they receive special event and discount updates from you.

What They Need: Regular reminders that you're there, and a reason to try out your product or service.

Your "Next Level" Technique: Get in touch with them about once a month, and each time you do, give them an excuse to "try you out" through free samples, special discounts, or a no-obligation demo.

Stage 3: "Occasional Customers"

They've tried out your samples, and maybe even bought a product or two. When "taken for granted," a lot of these customers might end their relationship with you at this point. But you can keep that from happening.

What They Need: Actions that show them you really care about their satisfaction, and a reason to "try you out" again.

Your "Next Level" Technique: Ask (then reward) them for feedback about the product or service they tried, and seriously consider their comments when improving your offerings. "Feedback rewards" (such as a discount coupon) should encourage them to do further business with you, or encourage them to refer other people to you (in which case you can perhaps provide a gift for each referral).

Stage 4: "Loyal Customers"

They buy your products so regularly that it's already become a habit. They cannot imagine doing business with--or using products by--anyone else but you. When they're out with friends or interacting online, your name keeps popping up. This customer is committed, and gives you at least 5 times more revenue than all other three kinds.

What They Need: Sincere appreciation for their loyalty, particularly in the form of VIP privileges.

Your "Keep Them Loyal" Technique: Think of these customers as your very own elite marketing team, and reward them accordingly. Exclusive membership rewards and privileges--on top of all the other things you already give regular clients--not only keep them happy, but also empower them to keep your business thriving, consequently leaving you more time to take care of other relationships that matter. 

Aileen Santos is a Life ReInvention Coach & A-Ha! Trainer who brings "lightbulb moments" of clarity and creativity to individuals and teams.