Bring 'Em Back!

I recently wrote a column on the importance of repeat customers--a topic of fairly conspicuous importance, but one that some small business owners may find difficulty in implementing. Here are some of the salient issues that experts in the field were kind enough to pass along:

1. To build repeat customers, be consistent. On the surface, a solid base of repeat customers might seem little more than a matter of providing excellent service or products. True, but excellence cannot be a hit or miss proposition--—repeat customers return because their experience is consistently solid.

2. Hire the right people. Since they're the ones on the front lines, their demeanor and interaction with clientele can cement relationships that bring customers back for more.

3. Know your customers in and out. It's hard to build repeat business if you don't know what your customers value. Tune into buying patterns, contact information and other material that lets you know what your customers genuinely value

4. Keep it personal. By definition, a repeat customer is someone you get to know. Nurture that by keeping your relationship as personal as possible—for instance, get to know customers by name.

5. Stay in contact. Clients and customers are more likely to come back if you stay in their heads. Encourage repeat business by staying in touch with your customers, be it through a bl
blog, newsletter or some other vehicle that affords ongoing communication.

Jeff