Chapter 11
I remember growing up watching old Western movies, with cowboys on horses chasing the bad guys, and some epic gunfights. One of the most enduring memories is of the hero riding off into the sunset; the grateful villagers watching on tearfully in the vain hope that he will one day return.
Many businesses do the same thing! Seemingly satisfied with just one sale to each customer, they do little or nothing to encourage them to return.
What a waste! Getting your customers to do business with you again and again is one of the most effective ways of growing sales and profits. And because you already know who they are, enticing them to come back should be much easier than it was to get the initial sale.
For example, my family is constantly receiving discounts and offers from supermarkets missing our business! We only have to go a few months without buying our weekly shopping from Tesco before they send a voucher for £20 off the next order. Sainsbury’s and Waitrose have similar methods.
It’s not always necessary to offer a discount either. Throughout the year we get catalogues from various clothing retailers, both online and on the high street, showcasing the latest styles and products.
Repeat business is not just a sign of a quality product and excellent service; it also allows you to develop closer relationships with your customers; to get to know them better.
How might that information be useful? Well, as we learned in Chapter 5, when you know a lot about your customers you are in an excellent position to provide other products and services that they would otherwise go elsewhere to buy. So don’t let your customers ride off into the sunset after just one sale!