Our clients are one of our greatest assets, and making them happy is our only priority. Having a client leave satisfied and ready to be willing to recommend you is great for generating new income, but have you ever thought of the income you could gain from repeat clients?
Customer retention strategy ensures the future of our business. By encouraging customer loyalty - by keeping clients coming back, we not only enhance our bottom line but also build our brand.
Marketing is the generous act of helping someone solve a problem. Their problem. It’s a chance to change the culture for the better and it involves very little in the way of shouting or hustling. It’s a chance to serve, instead.
The Core Idea
We don’t have to steal from your competitors to broaden our market share. We talk to our clients, to show empathy, and offer great service. We believe in asking the right questions to create a culture, in which people will want to get involved.
1. The King Is Understanding Customers
It’s easier than ever to get the word out. If you’re just starting and you want to create a buzz around what you’re selling, you just need a credit card and a Facebook page. Social media promises interrupting the right people at low costs. However, interfering and creating more noise in the already crowded internet space is not marketing, it’s fighting for the attention you don’t yet deserve.
Instead what we do is, understand our clients and their desires, better. We try to connect with them. Be friends with them. Make them trust us and share with us their concerns and most sacred wishes.
“It doesn’t make any sense to make a key and then run around looking for a lock to open. The only productive solution is to find a lock and then fashion a key.” Basically, instead of trying to persuade more people to listen to us, we listen to them. Hear what they have to say and make a product or service for these customers. The ones who aren’t satisfied with what’s already out there.
2. We Make It About The Client Experience
To get undivided customer loyalty, we prepare ourselves to go well beyond the sale of a product or service.
We take note of our client's relationship and certain milestones that may occur for long-standing clients. To increase customer retention, we involve our clients in every step of the process and keeps abreast of current trends in the industry. With this, we offer clients up to date products and inspire their trust.
3. Mass Means Average
If you relentlessly pursue the mass market, the “I want everyone to like me” mindset, you’ll create an average product. A flooded with features product that will be quickly forgotten.
Keeping that in mind we focus on our efforts instead. We are very specific in choosing what type of people we want to serve and neglect everyone else. We don’t try to please everyone. We explain why the product we are shipping is not a good fit for everyone and be happy about it. No matter how big is our budget, we still have a cap. A limited amount of people we serve at a single moment. That’s why we are choosy about which people we want to attract. Because the people we serve are going to determine our future.
Imagine attracting people who only complain and are only buying from you because you offer the lowest price. If that’s the core reason they shop from you, the moment you increase your prices, which inevitably will happen, is the moment you won’t have anyone to sell to.
4. Empathy, The Heart Of Marketing
Everything that we purchase is a bargain for us. For us, personally, a new TV is worth more than what we’ve paid for it. Otherwise, we wouldn’t have bought it.
Regardless of what you think about your product and how you market it, people don’t believe what you believe. They don’t want the same things as you do. And that’s normal. We’re all different. That’s why trying to convince others that your product is better by casually sharing the features simply won’t do the job.
Here comes empathy. If the story of our product aligns with the values of the person looking, he’s going to get what we offer. Not because we said it’s better, the client decides that, not us. We simply tell a story. And if the people listening are caught up by our narrative, they see us as a caring person, as a human, they’ll happily support us.
We are not selfish thinking we are best for everyone, but we are definitely best for some. And that's enough for us.
5. What's our Brand
Our brand is not what we think – it’s not our logo. It’s not even what we sell. It’s not the colors we use on the packaging or the layout of our website.
For us, the brand is our promise to the customers. It is what they expect from us. That’s why it takes so much time to build a brand.
All the above points are from the book "This is Marketing" by "Seth Godin". I (Abhishek Sanyal) read this book in 2018 and since then it is like a bible to me. This is Marketing is one of that book which I keep in my personal library for a long time.
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