If you’ve been in business for any amount of time, you understand the importance of customer retention. Acquiring new customers is one of the biggest expenses in most companies. Therefore, it is absolutely crucial to ensure the loyalty of current customers. Not only is it good for word of mouth and your overall reputation, creating a service experience that prevents them from straying to your competition is what will truly help take your company to new levels. In fact, the easiest way to grow your business is to keep your current customers coming back.
First, let’s look at why customers don’t stick with a company they’ve done business with in the past. Statistically, 70% will look elsewhere because of poor service, which they usually attribute to the salesperson. If they feel a sense of indifference from the person they’re dealing with, people will seek out a company they view as caring more about their individual needs. On the other hand, people who feel they are dealing with an exceptional salesperson are 10 to 15 times morelikely to become a repeat customer. This goes back to something I tirelessly teach technicians at our schools: Each individual is the brand.