Yesterday we spoke a bit about the types of customers you’ll want to attract when you’re prospecting for clients. We talked about current customers and customers that you at some point lost. The key to keeping those customers (or getting them back) is building up a sense of customer loyalty.

There are four main characteristics that will help you to determine whether or not a customer is likely to remain loyal. When you review your current client list for upsells, or even your new prospect list, keep these factors in mind.

First, how satisfied has your client been with your product in the past? If he has a dislike he’s not likely to stay. Clients who merely like your product but don’t really care either way about the brand may or may not jump ship if they’re presented with a similiar product from another salesman. Someone who loves your brand is less likely to leave, even if offered a lower price.

Clients also make decisions based on what they percieve to be risks. Don’t expect to make a ton of sales if you’re offering a product or service that your clients fear may be a waste of money. You’ll need to not only sell the benefits of the product but find ways to show that those benefits far outweigh the risks.

Another important factor is the availability of substitutes. Let’s say, for example, you are selling widgets. Where do you think your customer will turn if three other companies are selling widgets and you are all pricing them differently? Probably to the cheapest competitor. That doesn’t mean you have to lowball your prices, but it does mean you have to offer incredible customer service and incentives to keep them around.

Lastly, a customer will remain loyal if he recognises that changing brands would be more costly than staying where he is. That does not mean you can kick back and relax. Most customers are willing to spend money moving to a new brand if they’re really upset with your customer service, accounting practices, or anything else that offends them.

Remember! Your customers won’t look around if you don’t give them a real reason to. Keep in touch, offer new products and services as they become available, and make sure they realize you care about their happiness. Make them feel special and they’ll remain customers for life!

Sean

Sales Expert - Marketing Consultant – Motivational Speaker