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The best way to build brand loyalty
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As discussed recently, brand loyalty is another consequence of this recession. From grocery stores to enterprise solutions, buyers are tenuous with budgets and all-too-eager to swap out product and service providers to save a few dollars.
So, aside from providing awesome products and services and enviable customer service, what are you doing to boost brand loyalty and retain your customers? The first and most important step you can take is to tell your customers two very important things.
1. Say thank you. How are you thanking your customers for their loyalty? The answer can’t be that the sales representative checks in once a year to re-up the contract. That’s not saying “thanks.” That’s say, “where’s the money?” And customers see through it.
An option is to have your account managers or senior leadership pick up the phone and thank customers for their business. Of course, you always want more business and cross selling is important, but the purpose of these calls should not be to highlight a new offering or upsell a contract. The purpose is to say thank you.
If you're in a high volume business with thousands of customers, that’s untenable. But you can at least call key customers. Emails and letters are alternatives for large customer bases. For your non-government customers, take them to lunch to show them you appreciate their business.
2. Remind them that you’re great. The purpose of thanking your customers is not to give the impression that sales are down or revenue is tight, if that's your present reality. You’re not calling to beg them to continue on with you. Good, bad or neutral times, showing appreciation is always a good idea.
Selling and marketing don’t stop after the sale is made, unless you never want their business again. Once an organization joins your customer roster, you must periodically remind them that you’re the absolute best choice they could have made. Chances are they have other options for the products or services you provide. If you keep in front of them in a positive light, you’ll reduce the likelihood that they will want to shop around for alternatives. This is why marketing is a recession is so critical.
For more tech marketing and recession marketing insight, go to q2marketing.com.
For more info: Brand loyalty, another recession marketing consequence
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