You probably spend a great deal of your time looking for new
customers or clients. However, are you sure your doing
enough to hold onto the ones you've got. One of the least
costly ways to grow your business is to get customers to
come back and buy more of your product or service.

How many customers have you lost this month? I'm sure it's
not something you want to think about too much, however it's
inevitable that you'll lose customers and clients for a
whole range of reasons many of which are out with your
control.

I read a survey some years ago that suggested customers
leave a business for four basic reasons:
14% leave because they're dissatisfied with the quality of
the product or service,
9% leave because of price, 5% leave for other reasons
and a whacking great 72% leave because of "supplier
indifference".

Too many suppliers give customers the impression that they
don't care about repeat business. I've stayed in hotels,
dealt with banks and building societies and dealt with
suppliers who didn't seem to care whether I came back or
not.

We need to continually let our customers know we care about
them. We need to keep in touch, write to them, send them
information and occasionally 'phone them. When they contact
us we need to make sure we sound warm and friendly, pleased
to hear from them, efficient and maybe even look and sound
like we're fun to do business with.
It's not a lot different from our personal relationships. If
we don't keep telling
the people close to us how much we care and keep writing and
'phoning, then we shouldn't be too surprised if they leave
us one day.

Use logic and emotion to keep your customers. Give them the
best products and service and give great value for money.
However, always remember, your competitors will be doing
much the same thing. The difference will be determined by
how you communicate with your customers on an emotional
level, either face to face, on the 'phone, by letter or
email.

I bought a new car from a local dealer a few years ago. I've
never heard from them since. A dealer for the same brand of
car fifty miles away writes regularly with details of
special offers. They send a regular news letter and the
occasional very courteous 'phone call. I'm going to change
my car soon, guess who'll be getting the sale?

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