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John Jantsch Marketing Coach
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    • Mon Jan 05, 2009

    Get Closer to Your Customers Now

    What the heck, the phone’s not ringing like it was this time last year, something must be up. In good times it’s easy to get lazy and one of the first things to go is that genuine, I really appreciate your business and want to see how I can make your life better, approach to serving customers.

    Okay, so customers are getting a little pickier with how they spend their money. Now is the time to reach out and get closer to those customers and let them know you are in it with them right now.

    We all know we should be doing this kind of action systematically, good times and bad, so take your renewed customer focus and set-up processes that make sure you never lose it again.

    Call 5/day and thank them

    Go through your customer list and call 5 per day and thank them for their business. Get in the habit of calling customers and asking what more you could do – send hand-written notes. Apologize for ignoring them if you have!

    Admit you’re slower

    Address the slow-down in business and openly talk about ways to create win-win buying situations and offers.

    Segment them

    Not all customers are created equal, so treat them that way. Your most profitable, referring customers should get VIP treatment. You don’t have to downgrade anyone, just make sure your best customers know who they are.

    Bring them together

    Often your customers are peers and might enjoy the opportunity to commiserate with a group of peers, or at least network, over lunch.

    Create a marketing board

    Your best customers are probably advocates for your business, whether you know it or not. Create an informal board of your most involved customers and ask for their input and accountability in the development of your marketing strategies and tactics.

    Get out from behind the computer and go out there in your customer’s world and get a better understanding of what they are going through and you can create loyalty that will bond you beyond price shopping.

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    Posted by: John Jantsch on Jan 05, 09 | 9:09 am
    Category: Marketing Coach, Marketing Plans, Marketing Strategy | Tags:

    Comments
    « Adding a Chief Conversation Officer | Home | Hold a Testimonial Gathering Party »
    • Segmenting the most profitable customers from the rest can sometimes be an accounting challenge. However, it can and must be done! Most accounting programs have job-costing and/or customer profitability coding and reporting capabilities. The key is to train everyone involved in the flow of information how to code, enter, and report on all of the cost inputs into each customer.
    • That's a great many lessons there John. I love the one about creating a board. It works.
    • I definitely agree with making 5 "Thank-You" calls per day. In this economy, we really can't forget that we are lucky to have business at all.
    • Great article. I cannot agree more with the concept of a customer/partner advisory council. When I worked for Microsoft I led one of these for the Portals & Collaboration space. We learned more from our partners in a few days that we could have ever learned by doing surveys. We got them all in the same room and bounced ideas around. Some stuck and some didn't. That was the intent and purpose. I'd like to think we made better products because of it. We did similar meetings with customers and obtained incredible feedback.

      So, your points are spot on and I can verify they do work. Keep 'em coming.
    • Great post! I'd like to say great minds...but I am not in your class. But I posted something today about surveying your customers to learn how to better serve them... http://intrepid-llc.com/2009/01/05/10-questions...
    • Very refreshing John to see you say "Admit you’re slower"

      There is too much bluster which gets in the way and creates distrust and wrecks any attempt to strengthen the relationship.

      After all what is a customer to think when you are in denial.

      It is the first time for a while that I have commented but I like the Twitter feature as well.
    • I would have to say that the time to have done these things was before the recession. Doing these things now makes you a part of the crowd and not the standout that you want to be.

      "Create a marketing board" if possible I would make this informal. People tend to spend money with people they know and like. Making this board a formal gathering would in some respects defeat the purpose. In essence the purpose is to build relationships with group members and the people they know. Keep it informal and people are more likely to let their guard down and be more friendly.
    • John Jantsch
      @Paul - a little dose of humility can go a long way can't it? Don't be such a stranger.
    • John Jantsch
      @Ken - some small business owners have entire segments of customers, either based on size or even products, that simply are not profitable. I agree with your thoughts on measuring, but sometimes it's not even that complicated.
    • John Jantsch
      @Bay Area - FYI I wrote this looking out at the GGBridge in the St Francis Hotel

      Of course, this is a bit tardy, but if you have not done, do it now, better late than never - you might just need to grovel a bit more.
    • Great suggestions. I like the idea of proactively calling customers every day. It's a good habit and will generate a valuable feedback loop.
    • I agree with all you've said. At the beginning of every year and the start of the next year I like to spend as much one-on-one time with my top 20 customers. It's a time to consider how to help customers grow their business; and simultaneously grow yours. It's a time to thank customers for their orders and support and to build stronger relationships.
    • Some people have long distance customers, making lunch a challenge, but still utilize the contact and communicate suggestions. I take that back, if one were going to host the lunch, make it all virtual, do brown bagging and meet in a conference room. There can be audio or text conversation. VAnetworking.com had a big Christmas bash that way and does it in a smaller way frequently. The lunch could be done one on one or with small groups and their sales consultant. Not the Ritz, but it is contact.
    • Thanks for the great post once again.

      You said: Not all customers are created equal, so treat them that way. Your most profitable, referring customers should get VIP treatment. You don’t have to downgrade anyone, just make sure your best customers know who they are.

      I absolutely love this! Sometimes people do downgrade clients in order to VIP the profitable. Surely that is not a necessary step, and in the long run, how profitable is that?
    • In this current economic downturn, where loads of people are scrapping for less and less pieces of pie (and the crumbs!) it makes real good business sense to go the extra mile in cementing firm relationships with one's clients. The personal touch is soooo important, getting people to like you is a sure-fire way of guaranteeing continued business.
    • May i add, try and give a discount to a repeating customer the minute that he is not expecting one. That way he 'll think that you appreciate that he is spending his money with you
    • Dan
      Hi John,

      Thanks for those tips. I hadn't thought of creating a board of my best customers. I've used surveys in the past, but they are a little less warm and fuzzy than this approach. I'm going to try it.

      I found a post by Troy White, where he offers a couple more great, cheap ways to stimulate referrals here:
      http://www.makepeacetotalpackage.com/troy-white...

      I liked his fortune cookie strategy.
    • All customers want to know they are appreciated. If they feel that way and you have a good product they will stick with you.
    • I've always made an effort to treat all customers well, good times or not, right now I'm rather happy that I have, people tend to be able to see through phony plays at being nice just 'cos you've fallen on hard times.
    • You've made a very vital point here. I agree with all tips especially "Bringing your customers together" Believe it or not - if narrowed down to basis most customers would share similar interests and ideas. Having a consortium with them can increase the relationshiop with all.
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