Successful businesses all agree. The best buyers are those who keep coming back over and over again. Also, the great news is, repeat buyers are also the Most Exciting, and the most cost effective toretain. Analysts have projected the cost of acquiring a new prostpect somewhere between $500 to $5000.00 on average, depending on company category, and product. Whatever the price to attain a fresh customer, one thing is for sure, the investment is skyrocketing. Twenty years ago it took an average of five messages from a business to a prospect to convert them. Today the best educated guess to convert a prospect is somewhere between 18 to 20 messages. This represents a staggering 400% increase in theeffort it takes to get a potential customer through the doors. To make matters worse, the cost of promotion has gotten cheaper. We have seen, depending on media category, an increase of 40% in promotion costs. In some cases the figure is as high as one-hundred-and-fifty percent. The fact of the matter is, if our customers used to be Gold, they are now Diamonds and Rubies. Let us treat them like the precious gems they are. Below are five ways, certainly not an extensive list, to keep your customers coming back for more.



1)ENGAGE: When was the last time you asked your customer what they wanted? Do you spend most of your time telling them about you and about your products or services? Are they beginning to ask, “what have you done for me lately?" One of the most effective ways to strengthen bonds with buyers is to listen to them. It is important to understand their successes and their trials. Listen to them carefully, seek to grasp what they are saying, and here’s the secret…EVEN if it isn’t about your product or service. Yep, that’s right. Forget about what you came to sell. Forget about the fact that you want their money, and that your time is so much more precious than theirs. Remember, that they are a living breathing person that shares many of the same beliefs and feelings as you do. Build on what you have in common.

2)ADVISE: When was the last time a client asked you to refer them to a company that you use for a certain service? If they did ask you, how did you reply? Were you offended that they would waste your time with such a ridiculous demand that did not put any money in your pocket? Or, did you silently thank them for the opportunity to be of service? Another opportunity to work together with them about anything. More ‘face time’ if you will. By now, you probably know which is better. Any chance to work with a buyer can be a good opportunity. Use them wisely. Make sure your buyers know they can call you for anything at anytime.

3)GIVE THANKS: Give thanks where thanks are due. Good customers will do whatever they can to get you business. When they do, make sure you thank them—even if they have only thrown you a crumb. People love to be appreciated. Perhaps the biggest motivator in our lives is the gratitude from another individual. Studies have shown over and over that gratitude is a largest motivator than money, prizes, or anything else.

4)GIVE THANKS IN WRITING: In today’s electronic age, an email doesn’t cut it, when giving thanks. As the world becomes progressively more more digital, the impact of a hand written letter or even a fax is tremendous. If you don’t have the time, companies like Write On Results, or Bolt from the Blue will even write the notes for you. The truth is, even a fax will have a more commanding impact on your prospect than many other means. Even though faxing has become a little Old School, it is still an excellent method to reinforce your message of gratitude.

5)CALL THEM UP, JUST FOR FUN: Have you ever called up a customer just to see how they are doing? It’s a real kick. Most buyers are so used to vendors calling because they want something; they are totally caught off guard when you call just for fun. Call just to say hi, or to see how they are doing. Ask about their children, grandchildren, or their hobbies. Whatever you do, make sure you keep it warm and personal. Your buyers will be amazed that you called to talk about ‘them’. In many cases they will remember the conversation for years to come.

Bottom line: if you become invested in your customers first, they will be more than happy to invest in you.