If a business can attract any kinds of customers then that needs to be treated as something of a success. Getting the capital in a startup to keep it rolling is essential. However, as with all things, efficiency becomes crucial. You’re going to keep putting in effort to attract customers, but that effort could be paying off a lot better. You want a better brand of customer and your business needs it. So, how do you ensure you’re getting the customers that you need?
You don’t really know your market
This should be one of the earliest steps of getting the business running but the truth is that a lot of businesses don’t really put any effort into getting a deeper knowledge of their customer base. Market research is all well and good but it’s only the beginning. Using big data puts together all the different pieces of data you collect from opportunities like looking at marketing analytics, your sales, customer relationship management and more to give you a better view of your customer base. You can understand what their values are, what they’re more likely to be interested in, and where you efforts and budget might be better spent in future.
You’re not doing enough to retain them
Retaining customers is as vital as welcoming new ones. Note, this doesn’t mean you should treat regulars any better than newcomers. Maintaining a consistent focus on customer service is essential. However, it pays to know that it’s a lot easier to retain than to win a new customer. So, how exactly do you do it? There are a lot of customer retention strategies, but keeping deals in circulation and offering exclusive deals for returning customers on a loyalty basis works well for a lot of businesses. Keeping the business relevant to their interests by informing them of new products and services can be highly effective, as well.
You’re not looking at their overall value
Not all businesses are equal. This is true of some businesses more than others. If you’re a business that pursues customers through leads, then qualifying those leads is essential. You need to create a distinction between potential high-value clients and those who are more likely to be dead-ends. Otherwise, you could be wasting time by spending an equal amount of effort trying to approach both. On the other hand, if you’re a retailer or manufacturer that takes customers on in a credit-based relationship, then getting in touch with a credit control recruiter can be essential to giving your team the ability to notice customers who might be at a high-risk of not paying. Sometimes, taking a chance pays off. But it’s always a better idea to exhaust those customers who are a sure thing first.
You don’t ask them for their opinion
There are very few reasons you shouldn’t be asking your customers for their opinion. It’s important to make the distinction that it’s best to ask it in optional questionnaires through social media or at the end of their purchase, not interrupting them in the middle of their “journey” as a consumer. But getting feedback from customers has all kinds of positive benefits to offer the business. It shows a value to those customers upfront, but it helps you better understand them as another data collection method. Even better, some feedback like testimonials or positive answers can be used as a further marketing tool.
You don’t know how to handle them
Sometimes, the customers you need aren’t always the easiest customers to deal with. But unless they’re a hugely negative influence, being abusive, wasting your time, or trying to control your business, they might be worth working a little extra to keep. Even difficult customers can become brand devotees if they’re handled well. You have to teach all customer-facing staff how to deal with the different types of difficult customers. Employees are only human, after all. They need to be trained not to meet aggressive customers with heightened emotions, or to ask vague customers to be more specific instead of unintentionally giving them a reason to be dissatisfied later. Most customers aren’t difficult because they want to be. They have their own side to the story and finding it out can really get them on-side.
Simply put, to get the customers you need, you have to work to be the business that deserves them. This means knowing how to deal with the most common problems, how to retain customers, how to learn from them, and how to ensure that the value they bring to the business is going to be worth the effort of getting them.