For most of us, if you are in business, you are in the relationship business. Good customer relationships are vital. The more we learn about our customers, the better we are able to meet their needs. This knowledge, when implemented, allows us to build loyalty and trust. We hear it all of the time, “People do business with people they know, like and trust.” The true benefit of good customer relationships is, once earned, they often generate repeat business and referrals.
In honor of National Get to Know Your Customers Day on Thursday, Jan. 18, we took a look at five simple ways you can get to know your customers better.
- Ask for their input: People will usually tell you what you want to know if you ask them. You can do this in person, or you can conduct surveys to collect standardized responses. Your questions can range from simple requests for updated contact info to in-depth evaluations of their customer experience.
- Request reviews, then follow up: Reviews help potential customers make informed decisions. They also present an opportunity to strengthen relationships with your existing clients. The key is to follow up on every review, both positive and negative. Doing so, gives you the opportunity to reinforce the customer experience, identify clients who are likely to recommend you, and convert dissatisfied customers into happy customers.
- Make it about them: Let your clients know they’re not just another number by setting aside time to check in periodically, either in person or with a phone call. Find out what they are up to. If their goals have changed, ask if there’s an opportunity for you to help. Then, use automated email marketing to supplement the time between conversations.
- Seek out data: While you can learn a lot about your customers from one-on-one conversations, data can help you delve deeper to understand their preferences. Use your own data (if you have it), or purchase aggregated data to uncover psychographic, behavioral, demographic, or geographic information. Data will give you insight into the types of customers you should focus on, making it easier for you to convert more leads.
- Utilize a CRM: The more you get to know your customers, the more you’ll need a centralized location to store the information. Use a Customer Relationship Management (CRM) system to maintain individual customer profiles, track purchase and referral history, record communication preferences, and set follow-up reminders. For example, if your client just bought a house or had a baby, a CRM can remind you of these important life milestones, which is information you can use to have more personalized and productive conversations about your services.
These tips, when implemented, will assist you to build better, stronger and more successful relationships.
Source: Adapted article Spark | Stifel Bank & Trust
Mastroianni Consulting can help you strengthen your customer relationships and close more business. Team up with us and watch your real estate business grow!