Keeping Customers: They’re People Too!

It’s usually pretty simple. These companies are keeping customers by understanding who they are, what they need, and (most importantly) what they want.

Human beings are unique. We are a complex tapestry of every thought we have ever had, every experience, every joy, and every fear. No two people are exactly alike.

And, as business owners, we need to be aware of that.

Where are they coming from?

We may offer one particular service, but how we interact with each customer can be very different. They all have different desires and motivations that brought them to your product or service. Keeping customers is all about treating them as individuals.

What about a Health Coach, for example? They might be offering a cleanse that can result in weight loss. The outcome is the same for each customer, but the motivation that will push them through that cleanse will look very different.

One woman may want to look a particular way next summer in a bikini. Another may want to avoid a family history of Type 2 Diabetes. A third may want to set a good example for her children so that they understand the power of eating a healthy diet and are able to cultivate a love for their bodies.

Consider a customer booking in to see a hairdresser. One woman may be a social butterfly, who is keen to chat about her upcoming night. Another may be a solo mum who is about to have her first hour away from the kids and wants nothing but sweet silence.

If we can be aware of these different needs and motivations, then we can better assist our customers and give them an experience that they love. In return, we’ll end up keeping customers.

How do we get to know our customers? How can we understand them on a deeper level so that we can serve them best?

Here are three methods to experiment with.

1. Ask them

It sounds obvious, but often it is something that gets overlooked or forgotten. When running a small business we can get trapped in the mindset that we already know exactly what our customers want and need. The attitude that ‘you know best’ may be the thing preventing you from keeping customers.

You will be amazed at what you will discover once you start directly asking them.

Ask open-ended questions:

·      What motivated you to seek out this service?

·      Is there an ideal outcome from using this service?

·      Are there certain things you’ve tried before that have failed? Succeeded?

If you have a mailing list, you can send out an email asking for a response. This can be done with something like SurveyMonkey (which is free!) to create a simple survey for your clients to fill in.

If you have in-person classes, you could hand out a survey at the end of a class, asking for feedback on specific areas of your service. Keep surveys short and sweet.

Another option is to ask a few of your customers for five minutes of their time. Customers will appreciate that you want to offer a better service. Their feedback will give you so much insight into ways you can offer the most premium service you can. Offering a free class or session is a great trade for their valuable time.

2. Consider where they’re at

Depending on the service you offer, you may have customers that are at very different levels. If you’re a coach, fitness instructor, or yoga teacher, you will want to take care that you are meeting them where they’re at.

Be open and aware when taking on a new customer. Start slow. Assess what their strengths and weaknesses are.

We are the bridge between where our customer is now and where they want to be. If you can make yourself into a stable, easy-to-cross bridge, then your customer is going to see results and have a positive experience with you and your service.

If we are unclear, push a customer too fast, or perhaps even too slow, then we have not done our job properly.

3. Listen and observe

Part of offering a service or a product requires you to step back for a moment and see what is working in your business and what is not. What emails are you receiving from your customers? Are the same questions popping up? What are they telling you?

Rather than immediately reacting to emails or conversations, start listening to what your customers are saying with a completely open and receptive energy. You will find so much information to help improve and fine-tune your service.

Social media is a great way to hear what your customers have to say. Notice what they’re asking in Facebook groups. What content gets the most response?

We want to provide our customers with what they truly need, rather than what we think they need.

The complexity of human beings is beautiful. We all have deep desires that will ultimately be the driving force behind change in our lives, whether that is eating healthier, having a more organised household, or investing in an accounting system to help keep our finances in order.

As small business owners, it is our responsibility to understand and appreciate this individuality so that we can impact others’ lives in a way that is overwhelmingly positive.