In its simplest definition, marketing is the method by which we find and keep customers. That’s it. Not surprisingly, most retailers spend almost 100 percent of their marketing and advertising dollars on finding customers.
That used to be pretty simple. Spend 3 percent of your total volume on advertising. Include Yellow pages, newspaper, some radio and little TV. Done. Now the choices are way too many: Old media is hanging on begging retailers to spend on them and the new media (Facebook, Twitter, Houzz, Pinterest, super local websites, website, blog, Yelp, Angie’s List, cable TV, and more and more and more) seems like the future, but…
Training classes at Surfaces, Coverings, retail group annual meetings, manufacturer annual meetings and distributor meetings have lots of workshops on how to use and integrate the new social media. Very little is ever offered on keeping customers.
It does not matter how up to date you are on technology and how to market to customers, keeping customers must and should be a part of your marketing plan even if it means using super low tech regular old mail. Or a phone call with a person and voice!
This is very simple: Thank your customers. Always. And then remind them from time to time how much you appreciate them.
All flooring retailers know that the bulk of their business is referral. Referrals come from customers who tell their friends what a great company you are. They need to be reminded what a great company you are and they need to be asked to tell their friends. Once the job is complete; every six months have some personal communication (sale, trunk show, private sale, etc.).
This must be disciplined not just when you feel good and think about this. All the time for every sale. Always.
What happens is the happy customer tells friends; some of them come into your store and buy. This makes the initial customer happy and proud of the retailer’s work on behalf of their friend. So they want to tell more friends and so does the second customer. It’s like Amway. And the simple process of thanking customers becomes the best lead generating program you will have.
What about the customer who is unhappy but doesn’t tell you right away. Generally, your “thank you card” will get them to tell you why they are not happy. Now you have a chance to fix the problem. (If you had not thanked the customer she would have never told you about the problem but told a gazillion friends.)
An unhappy customer who is then made happy by your work to take care of the problem is even a better advertising or lead generator.
The retailer says, “Thank you.” The customer responds by telling her friends, which is her way of saying, “You are welcome.” Give her the chance.