NFIB

Repeat Business: Foundation for Success
03/ 14/ 2002


What does it take to get your customers to return? It depends on what your business is, how often they need your services, and how well you're reminding them to come back. Try some of these ideas from Workshop contributor Edith Helmich on your customers and see if they don't stop in again soon.

Convincing a new customer to try your product or service is only a beginning. The goal is to have a customer who will return again and again --and tell their friends why they do. These repeat customers are the foundation for the success of any business.

Repeat customers are built on a foundation of consistently high quality products or services. The nature of some businesses requires customers to return so often that the reinforcement and satisfaction is built into each visit. Other businesses, however, need to provide an incentive or nudge to remind the customer that it is time to return. Reminders can be delivered by telephone call, mail, a flyer, a radio or television announcement, or by a notice in the local newspaper. Some of the tried and true incentives to encourage repeat business:

1. A time-specific notice that reminds customers of a regularly scheduled service with yearly intervals: During April, your lawn needs an application of fertilizer and weed control to keep it lush and green for the summer!

2. Seasonal promotional offers: Take advantage of our early season discount to have your winter clothes cleaned and stored in our vault.

3. Frequent reminders about regularly scheduled services: It's been six weeks since your hair styling -- it's time for a trim!

4. Pre-set services: Just a reminder that you are scheduled for an appointment on (date) at (time).

5. Customer appreciation incentives: After five lunches, the sixth is free!

6. Advance sale notices: As a valued customer, you are invited to shop for sale items a day before the sale is announced.

7. Announcing new services: To introduce (item or service) to our customers, we are offering a complimentary/reduced price/etc. (item or service).

8. Referral rewards: For every new customer you send to us, you will receive a (item, service or discount).

Taking time to recognize and reward repeat customers is good business because they provide established income. In addition, there is no advertising more effective than a customer telling an acquaintance why your business is better than the competitors'.

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