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Customer loyalty, client retention, repeat orders – call it what you will, it’s the goal of every business. And with good reason. As Peter Wood said in Customer Masterclass 1, ‘Do everything you can to keep your customers happy, because it’s ten times harder to sell to a new prospect than to an existing customer.’  This month, we share the secrets of getting that relationship right from the start.

Time not spent on customers will cost you money, so become a good time manager. Limit admin to an hour a day, and keep all worktime contacts strictly business.

The more you know about your customers, the better you can serve them and grow your business. Ask them to fill out a questionnaire, perhaps offering a small 'freebie' or discount in return. See marketing masterclass 2

Set up a database or card-based system for recording customers’ contact details, and schedule regular contact into your week. Aim to have a variety of methods, including:

·          Face-to-face contact

·          Phone calls

·          Personalised letters

·          Online contact via email or website

·          Leaflets

·          Brochures, advertising.

By always dealing honestly with your customers, you earn their trust – and that means they’re more likely to stick with you when things go wrong. If there’s going to be a problem meeting a delivery date, for example, let the customer know; apologise sincerely; suggest a solution; and move on.

Thoughtful gestures and nice surprises oil the wheels of any relationship. So keep on the lookout for new products and services your customers might want. This is especially important if your business is seasonal or offers a one-off service. For example, if you make wedding cakes, why not introduce your customers to the concept of an ‘anniversary cake’, perhaps giving a discount on the first one?

 Everybody brings something different to a relationship. If you’re a social animal or family oriented, organise events that bring people together; if you’re good at fixing things, offer to do minor repairs for free. The personal touch is your major advantage over larger businesses, so enjoy and make the most of it!

"Our farm shop is all about getting to know our customers. We just wanted to make a boring thing like food shopping a really pleasant, personal experience - and it works!"

Gail Swan, farm shop owner