QUICK FACT: Trust + Value = Sale.
THE MOST VALUABLE CUSTOMERS
Every visitor to your store is valuable. Unfortunately,
very few businesses can survive if every customer is a new customer.
So your most valuable customers are your repeat customers.
You need to build your store with this in mind.
This may sound backwards – focusing on selling to old customers
before you have any news ones. Think of it this way.
People will buy from you for at least one of two fundamental reasons:
they value the products you are selling to them and/or they trust you.
If their buying experience is pleasurable, they will do it again.
In some cases they will refer their friends and family.
Since return visitors already trust you and value your products,
they are qualified buyers. Repeat and referral visitors cost you nothing.
Hence returning and referral customers are your most valuable customers.
The lesson learned here is simple. Focus on servicing every customer
long term. You will incur initial costs to get customers to your store.
Once they arrive, build a relationship with them so they will return and
bring friends.
A one-on-one sale where you can talk to your customer is always best.
Most likely, the volume of your store is not going to allow this.
Some customers would not even welcome a conversation with you.
That being said, your store will need to be friendly, organized,
informative, and motivating.
Regardless of how many products you sell, your store needs to be organized.
Have you ever walked into a retail store and tripped over merchandise on the floor?
Clutter is bad. Organize your products by category, price, size, etc.
Motivate your customers to browse through your products.
Make it easy for them to learn about your products.
Make it even easier for them to purchase your products.
Some shoppers know exactly what they want. Others may need your assistance.
Give your online shoppers a way to contact you. If you have a retail store,
provide your address, telephone number, and business hours.
At a bare minimum, provide an e-mail address. Be sure to set
a policy where you return phone calls or emails within 24 hours.
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