All businesses want/need customers that love us. Loving customers = more trust, more loyalty, more sales, and more MOOONEEEYYYY!
But loving customers don’t come easy.
You have to build a relationship with them, kinda like you did with your girlfriend/boyfriend/frog/car (hey…whatever floats your boat!)
Unfortunately for us, that isn’t come easy either I’m afraid.
It doesn’t require a whole bucket-load o’ money, but it does require time and that thing called effort. Buuuttt…. the results are PHENOMENAL – who doesn’t want more sales from the SAME customers (no customer recruitment costs, no advertising costs, no nothin’!) ?!?!
So let’s get down to it….
Imagine this example:
A random homeless guy shouts to you in the street as you walk by “any change sir?”. What are the chances you’ll actuallllly give any to him (although really, your conscience is telling you that you should)? Probably fairly low.
Now let’s take your mum, or best friend that you’ve known for yeeeaarrrsss. If they needed a tenner, would you give it to them? Chances are you would. Now why is that?
Because you know them, you like them and you trust them – all stemming from a solid relationship.
This relationship didn’t just happen overnight. It was developed, molly-cuddled, sweet-talked, laughed at, built, dragged through the mud, suffered endless ups and downs and still rides it all out strong!
That is precisely the kind of relationship you need to create with your customers. Trust, respect, loyalty, friendliness and a touch of good humour.
So now let’s take an example of a potential new customer;
- Hears about your website, product, service from a friend/tweet/post/ad and decides to check out your site
- Clicks the link to your website
- Spends about 15 seconds trying to figure out what you actually do/sell
- Browses an appealing section and reviews the products/services on it
- Searches your company name + word “review” into Google to find any scam reports – nada.
- Clicks back onto your site and decides whether or not your product is of value to them and if they can really need/can afford to buy it
- Clicks off your website and goes to get something to eat/goes to Facebook and procrastinates for a bit
- Something e.g. a friend, ad on the tele etc spurs them to go back to your site and buy your product/service
- Evaluate whether or not it was worth the money.
This is OKAY, but what relationship/trust have you developed with that customer? None. Diddly-Squat. Nada. Nice one mate, now you have about a 0.00005% chance of them coming back and buying from you again. Well done (sic!)
So what can you do about this?
How can you build up this relationship from the very start?
- Connect with them. Offer Live-Chat on site, email addresses, phone numbers, snail mail, blog URL’s etc to answer any questions and start that all-important communication with prospects right away
- Add Value. Try to create VALUE to the customer for free, straight way (free eBook, video tutorial, free gift etc) just for browsing, enquiring or signing up to your mailing list
- Listen. You can learn an awful lot from customer feedback and it opens a fantastic gateway to peoples’ opinions and improvement strategies
- Be real. Speak to your customers at less of a “bureacratic” level and more of a “real” and “personal” level in your sales copywriting. This helps make the customer feel more at ease, connect/resonate with you better and builds loyalty and respect for you and your business. Remember, behind every business is a person, represent that person as someone you would want to do business with/befriend and you won’t go far wrong!
Hope this helped!
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