07/ 25/ 2006
by Emily McMackin
When Scott Kremp decided to close six branches of Kremp Florist, a business his father started 50 years ago in the Philadelphia suburbs, and devote more resources to his two main stores, he knew he risked losing customers. Instead, he gained more than ever before. "Another flower shop may offer a different selection or a lower price, but if we focus on what we are doing well, customers will realize that and come back to us," Kremp says.
Kremp focuses on serving customers who need a quick but creative flower arrangement or gift basket, all while making their experience convenient and pleasant. After his branch stores closed, he reached out to these customers even more by turning his remaining shops into "flower superstores" and adding online catalogs, order forms and a bridal gallery to his Web site. The site has already drawn more business than the branches ever did. "We try to make the site simple for people and give customers a good taste of what walking through our flower shop would be like," he says.
Kremp also gets people in the door of his retail locations by offering monthly coupons for a free flower in local newspapers and inviting community groups to hold fundraisers at his shops.
The secret to finding and keeping the best customers is first discovering which ones share your values and then using your strengths to fulfill their needs, says Robert Gordman, author of The Must-Have Customer: 7 Steps to Winning the Customer You Haven't Got (St. Martin's Press, 2006). Whether your business prides itself on offering superior quality, excellent service or discount prices, focus on what you do best, without trying to be everything to everyone, Gordman advises.
"In a small business, especially, entrepreneurs will often do anything to get customers, even if it means doing things that take their focus away from what makes them special and unique," he says.
Using sales, promotions or loyalty programs to drum up business will only hurt your bottom line if the gimmicks don't match your long-term goals. You don't want to be left with fickle customers who disappear when the deal ends. Instead, Gordman recommends creating a "sweet spot" that matches your passion and distinguishes you from other businesses.
"You have to understand why you are successful today, and what brings your core customers back over and over again—and then find customers like them who might not be doing business with you yet."
Winning the Best Customers
What does "best" mean? The best customers are ones who will do business with you consistently, appreciate what you do and value what makes your product or service different.
How do you define the best customers for your business? First, understand your passion and what makes your business unique. Then, ask your core customers what brings them back, what is important to them and how you could make them happier.
How do you find them? Look to your competition to find people who share the same values as your core customers yet might not know about your business. Get their attention with advertising that targets their needs.
