You’ve got three ways to keep your best customers on board. Here’s how to manage each.
In my last column, we discussed three types of customers, categorized by the type and strength of the attachment they have to your company. The biggest category, the “brain” customers, are the most analytical folks, and the ones you need to pay the most attention to.
What you need to do is simple. Accomplishing it is not. You need to have a conversation with your ‘brain’ customers that will address their concerns. Then you need to provide them with the “strokes,” or incentives, that will convince them to stay.
This is tricky. These customers don’t want to feel as if you’ve convinced them to do a certain thing. They want to make their own decisions. So your ‘conversation’ has to be conducted passively rather than actively. It’s not as if you can simply send someone a coupon in the mail. If you’re in an industry where it’s relatively easy to make comparisons between brands, and where customers don’t have strong attachments, your job just got a lot harder.
…to read this article in full, visit leading US small business resource, Inc.
