How professionals can keep customers coming back
Competition is fierce and other professionals are going after your customers. Learn how to bring your customers back for more service again and again.
You likely don’t enjoy selling your services to potential customers, preferring instead to spend that time serving people who already know and value your expertise. Selling is exhausting and maybe not the best use of your expensive time.
If you want to reduce the amount of time and energy you spend recruiting new business, your practice can get better at keeping existing customers coming back. It’s not simply enough to provide quality service – although that attribute helps – because there may be other professionals in your market promising the same deliverables.
Stand out from your competition and bring your customers back for more with these marketing strategies.
People buy for emotional reasons, so create that feeling that you are a part of your customers’ daily lives. Develop an emotional connection so strong that they can't imagine choosing any of your competitors. Look for ways to create emotional experiences with your customers, like:
If you’re not willing to cold call potential customers, your only other option to bring in new customers is through referrals from existing ones. Everyone does it. Try something simple yet direct. A lawyer might ask, “I’m accepting new clients and hope to get more like you – do you know a business owner who might benefit from my services?”
You’ll find most customers want to help you by introducing you to someone they know. But you must ask first.
Technology is so accessible these days that it has become so much easier to choose high-tech communication over high-touch communication. You can distinguish your practice from your competitors by simply being more human and choosing in-person communications where possible. Your customer will appreciate a short call instead of a lengthy, impersonal email.
Surprise your customers by always going the extra mile. Do something they didn’t expect but truly appreciate.
It doesn’t have to cost a lot of money, either. For example, the week following an appointment, an orthodontist can call a parent to find out how their teenager is adjusting to life with braces.
Many professional practices today risk being viewed as commodities in the eyes of their customers. Customers end up feeling like they can get the same service from anyone for the same price – so why return to you?
It’s amazing how easy it can be to differentiate your service by creating a memorable experience each and every time a customer interacts with you. Here are some examples:
Perhaps the best memorable experience you can offer your customers is dialogue. Make them feel special because they are! Take a few minutes at the beginning of every meeting or session or visit to chat about their lives, their families, their health or their vacation plans. Ask customers what concerns them most and how you can help. The more interactive you are with your customers, the more they’ll be willing to return to you – and recommend you to family or friends.