How do you retain customers?

This is a question I'm happy to address in live training sessions because it shows that the person asking the question has a proper understanding of what the sales function in a business is.

Sales isn't just about collecting the payment now, it's also about making sure that the person is happy enough to come back and buy from us AGAIN.

The more repeat customers we have, the less running around we have to do everyday to look for new clients.

Also the more HAPPY REPEAT CUSTOMERS we have, the more they'll refer us to OTHER PEOPLE so that we don't have to run around everyday looking for new customers.

From a traditional sales perspective, the sale isn't complete when you "collect the money".

The sale is complete when you have secured a repeat customer. Other favourable scenarios include when you get a testimonial, or a warm introduction to another possible customer.

So if you are one of those people thinking to yourself, "how do I retain customers who have patronized my business before?", then you are thinking in the right direction.

We will start exploring some of those mechanics and dynamics of customer retention tomorrow.