Building a Customer Base
by Gianna Lazarou
Why build a customer base
An initial marketing splash for a business will result in many new customers, but if it doesn't look after the customer base and there is no repeat business it will shrivel.
- Bring your customers back for more
- Build your business around your customer base
- A diverse customer base is best.
The cost of getting brand new customers through the door can be very expensive, making it vital to retain any new customer, turning them into repeat customers who return to your business time and time again.
Customer list is gold
Your customer list is a goldmine and should be utilised to the maximum potential if your business is to flourish. Most business miss the trick of the back sell. When someone has bought a product or service from you it is a lot easier to resell them a similar product further down the line.
Bring your customers back for more
Giving your customers a continued experience that is positive is the key to keeping you customers happy. Focusing on quality, price and service will help in bringing your customers back for more. The important word to remember is "continued", to keep the customer you must continue their positive experience with your business.
Concentrate on:
Quality
Price
Service
Build your business around your customer base
Building your customer base should be a part of your marketing plan making up the core of your customer service goals.
A diverse customer base is best
If customers only come because of just one product in your range, you may end up losing those customers when the product or service fails them. By diversifying and making sure that not just one type of customer continues business with you, ensure your business has a wide base and is thus less vulnerable to market conditions. In fact if only one customer is responsible for 30% of your business then you are in trouble.
Plan to build your customer base
Base future projections for business on keeping a large percentage of first time customers. Putting in place a strong marketing plan that keeps customers returning will ensure projections
are kept. A loyal customer base should be considered as the bread and butter of any business, with new customers being the icing on the cake.
Keep in touch with your customers
If your business is mainly online, make sure you have your customers email and encourage them to sign up to a regular newsletter. That way you can inform them of new offers and reward them with deals for newsletter subscribers only.
Real life example of building the customer base
If you own a coffee shop you could make call to all the business and shops in the area, giving them coupons for buy one get one free, once they come, offer them a loyalty card which means if they buy 4 coffees the fifth one if free. Give them a reason to come back.
In Summary
Building your customer base will enable your company to be more profitable and grow in a much more stable way. By providing positive user experience, you will ensure your business will be a success. |
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