How Well Do You Take Care of Your Best Customers?

By John Aberle | Business Lifestyle

Feb 10

What’s your experience with promotions run by companies to get new customers? In my experience, most companies run these enticing offers to get new customers to sign up. However, once they have my business, I become a given in their minds. I don’t count any more. (You don’t either to these companies.) They only focus on getting new business so the offer doesn’t apply to me, or you if you’re one of their existing customers.

Recently with travel off and the economy in a turmoil, businesses like amusement parks have been taking a serious hit in their revenue. As a result, Disneyland created a clever marketing campaign that invites you on your birthday to come free. Naturally, they expect you will bring your family or friends, spend the day, and spend money on food and souvenirs. Good campaign, but typical so far. Being the cynic that I am from past experiences with banks and mobile phone companies, I figured that this wasn’t a deal for annual pass holders who already get in free any time during the year – depending, of course, on your type of pass.

That’s where Disneyland did something truly amazing. They remembered those who committed to them long before this campaign began! They offer annual pass holders a credit equivalent to the price of a one-day admission. This credit can be used in their stores at the park. There are certain restrictions, like it can’t be used for food or for purchases at their carts located throughout the parks. Fine. That’s understandable. To me the incredible thing is that this company actually remembered the people who are their best customers, their loyal customers who buy passes year after year and come multiple times a year.

There are all sorts of articles by marketing experts and studies that show your cheapest – and easiest – sales are to your existing customers. The question is, how well do you treat them? Do you do things to keep them loyal by showing you care and keeping them informed about what is happening in your business, or do you figure that once they bought from you, they’ll come back so you can focus on finding the next sale? I suggest you follow Disneyland’s example. Your customers will love you for it.


About the Author

My first Kindle eBook, How Relationship Selling Rewards Small Businesses, went live on April 24, 2012. I've lived a lifetime of service and spiritual search so it's natural for me to incorporate these attitudes into my work. I believe that selling and marketing are spiritual service when done with a heart-centered, relationship selling approach. All of business success comes down to building strong relationships.