Long-term customers are one of the most valuable assets that a company can ever have. Why? Because the business that they bring in is both profitable and predictable, which are two P’s that any entrepreneur will want to hear.
Unfortunately, converting one-time and infrequent customers to a long-haul partner is easier said than done.
Some businesses believe that they need data to help them with this. This is why they conduct surveys to keep track of the satisfaction ratings of their customers. They’re also constantly innovating to find ways to stay relevant. However, one method that many businesses seem to forget is keeping in touch.
The Art of Keeping Connected
How many times have you found yourself doing business with a company and found yourself satisfied with their products and/or services? A lot, probably.
Now, ask yourself, how many of these companies can you remember?
Chances are, you don’t remember all of them, and as already mentioned, we’ve established that it’s not for the lack of quality goods and/or services either. So, why is it that you don’t remember them? Well, for starters, maybe it’s because they didn’t establish a connection with you, their customer.
Failing to connect and/or reconnect with customers is one of the biggest reasons why one-time sales do not become lifetime revenue.
Remember, customers today have so many different choices. Does this mean that they’re less loyal? Not at all. But it does mean that establishing and keeping connections is so much more difficult to do today than in the past. However, there is a silver lining to all of this, and it’s the fact that technological advances have made it easier than ever for businesses to reach out on a more personal level.
Using Text Messages to Your Advantage
Emails and social media might be where most of your customers spend the majority of their time these days, but there’s just something about texts that make them personal enough to make customers feel validated, while at the same time, not feeling as intrusive as calls do.
This makes texts the ideal way to keep in touch with customers in a more genuine way and at a more personal level.
For example, a home appliance store might say, “Hello there! We hope all is good! We’re just checking in to see how you’re liking your latest purchase? Don’t forget, it comes with a 1-year warranty, so if you ever need anything, please give us a call!”, or maybe it can be, “Hello there! How’s it going? We’re just dropping by to remind you that your air conditioning unit comes with free cleaning every six months for two years from its date of purchase, so if you would like to schedule an appointment, please don’t hesitate to let us know!”
This might sound like a simple text, but it’s unexpected, and more importantly, it’s a welcome surprise. Because of this, the customers feel good about receiving your text, and they’ll associate you with that.
When you find a way to associate your brand with positive emotion in the minds of customers, then their business is as good as yours forever.
Just remember, don’t abuse this power.
It’s quite tempting to use texts to sell but don’t. There’s a reason why people open them immediately as soon as they receive them. The last thing you want to do is to be blocked from your customer’s inbox. Instead, use this platform to make genuine connections by checking in regularly, not just when you’re trying to sell or when they bought something from you.
Lastly, do try to make it personal and use their first name if you can. If possible, highlight their hard work and value, or something special about them, every time you drop a text.
Weathering the Pandemic
Dropping personal messages and checking in on customers is crucial for any business to survive in this climate.
This is especially true with the way that the pandemic has affected how businesses work right now, and quite possibly, forever. The need to personally connect with each and every one of your customers will only continue to grow.
Remember, as much as there is a constant push to innovate and find new ways to acquire customers and improve revenue, the best way to pad your company’s bottom line might be to cater to your existing customers by doing nothing more than sending them a simple text message.
So, what are you waiting for?
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