We like to think that each of our businesses is unique and different than the rest. For a customer browsing different businesses, they might not take the initial time to research the special details for each business. They may just be looking at prices. According to Seth Godin, cheaper doesn’t necessarily keep customers. Instead, we do better.
Say I run a gym, one of many gyms in town. I’ll have a few different types of clients. The first is the athletic type who wants to maintain their overall health. Another might be a client looking to lose about 10 pounds quickly. The last is someone trying to get into shape for the first time in their life; the non-athletic type.
So how do I cater to each of these clients?
The first client might be looking for consistency. As long as they can keep coming in, staying fit, and maybe get introduced to a new toy once in a while, they’ll be happy. Check in every so often to make sure they’re happy and they’ll come back.
The second needs a lot of attention right away. They might be looking for a variety of classes and exercises so they meet their goal. They’re likely to ask questions and seek out support. Can you keep them after they meet their goal? Look for ways to help them become that first client.
The last client is tricky. They might be unsure, intimidated. They might not ask for help if they see people are busy. They may get frustrated and quit. We’ll have to check in with this client frequently.
What ties these all together? Good old-fashioned customer service.
If you own a gym, you help your clients set goals, then check in to see if they’re reaching them.
If you own a small skincare line, you include a personalized note with each order.
If you own a health food store, you may want to offer brief newsletters with information on special products they might not find in other stores.
If a customer isn’t completely satisfied with your product and service, it’s easy for them to stay quiet and look elsewhere.
Listen. Create different approaches for different customer. Anticipate what they might look for next. Do the work.
Customers want value, but they also want to feel valued.
We’ll continue this discussion next time.