"Everyone wants to be appreciated, so if you appreciate someone, don't keep it a secret." - Mary Kay Ash
When we talk about our database, this is the collection of basic information on people who have bought previously from us over the time we have been in business. Many businesses out there also have a prospects/referral database as well on leads we have gained by our customers referring them to us and/or direct targeting persons who have interacted with our advertising or fall in a certain location/behaviour/following of a group, etc.
The information you would like to be able to hold on a person is such things as their name, address, contact mobile, date of interaction, what amount they have spent with you, what typically they buy. And I like to also add another column which is general comments - this is updated when you speak directly with them to remind you something personal about them. It could be that they have kids in the same grade as your kids, they drive a car you like, they might simply love golf as you do. This is information that will be the icebreaker to having a real conversation with them again.
So, if you stroll through your database over a few years, I can guarantee you that there will be members there that no longer frequent your store. Simply, it may not have been anything you have done instead, circumstances may have had them move away, they may have sold the items that they were buying things to keep them going or sadly, they may have passed away. These people we cannot affect a change for them to come back and frequent our stores, but we should know why they left our service.
By communicating with each and every member on our database over the course of a year, I would expect you to understand what has stopped them venturing your way. I ask my students to make sure we are in contact with everyone on the database at least twice a year.
Now people that we can affect a change to are the ones that have left us for being too expensive, not quick enough, miscalculated their bill, was rude to, was too far away, and so on.
These types of comments are able to be 'handled' to provide more options for them to return to us.
For not being quick enough, being rude, miscalculating their bill, we would strive to better our staff by more training and incentive programs on their key performance indicators (KPI's). Then offer a kind letter and a special loyalty bonus for raising the issue to us in a private letter to them.
And for being too far away, maybe look at how they can still shop with us - online channel, a pop-up store every few months in their area, free shipment/delivery, or simply a loyalty bonus for their birthday!
I have prepared a little video for you of some simple examples of what to write to your unresponsive customer. Check it out now and feel free to leave a comment or simply hit the like button if you agree.
Watch the video now...
Imagine, if we just look at adding a checklist to make sure we speak to our database at least twice a year, and from their comments, we can direct their actions to come back to our stores, our revenue would increase.
As you already know, when you have a company you like, you talk about them to others, when they offer you a good deal, you go back time and time again as you perceive value by shopping there, if you have a good relationship with the staff and owner, you include them in your life and begin to treat them like family (life long customer). If you think you have a good deal and saved money, you will normally buy more than you set out to.
I bet you can see how much better your businesses may have been - too much money has been left and not captured...
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Meg Hogan x
Meg Hogan is an Amazon #1 Best Selling author in Australia and US for 'Get Rich Be The Voice' and a Business Coach helping owners maximise their business potential to be in the best possible position to reap more revenue and retain more personal wealth. With her 100% money-back guarantee of satisfaction, she gives certainty to her clients that their best interests are at heart.
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Hogan Arboit Pty Ltd., Bowen, Whitsundays QLD 4805, Australia