When a customer enters your place of business, the number one objective is to ensure they come back...

Being in the restaurant business, I have learned a great deal about “the pitch.” It isn’t about making the sell; it’s all about making the customer. A good rule of thumb in creature habits ensures that if a person visits your restaurant three times and has a good experience each time, he will become a devoted fan and a habitual user. I find this to be true, especially when children are involved. McDonalds knows exactly how important Happy Meals are.

It has been said that more children recognize the “golden arches” symbol than the Christian symbol for the cross, the skull and cross bone for danger, and the symbol for Coca-Cola.

My grandfather owned a hardware store. I often heard him telling a customer of a better deal he saw on an item at his competition’s place of business. “I don’t know how they do it,” he would remark, scratching his balding head, “but I saw down at Pence Feed Store, this same hammer for $5.99! Quickie sale I guess.” The customer would smile in appreciation and usually purchase five other items from my grandfather before heading down to Pence Feed Store to buy one hammer. Customers are looking for people with whom they can relate. They want to know you care about their money too and not just to line your pockets!

We’ve compiled some ideas to help you hit your mark with your customers and make life long associations with them.

Know who They are

Not only is it important to know their personal name, but I challenge you to understand what their general personality is like, and what their needs are. If you are a pharmaceutical representative, when you walk in a doctor’s office your goals are to know the schedule, the office staff, busy days and not so busy days. Know when you are “in the way” and when there is time for “chatting.”

If your company sells large equipment, your ticket to the boss sits up front - the gate keeper if you will - the receptionist. Win her over and she will give you the opportunity to place a bid.

Maybe you are a dentist. Accommodating and recognizing fear in your patient ensures his return. It is all about knowing who your customers are and what they like and dislike.

Treat them like Royalty

From the moment they walk into your store, be of service to them. Don’t just tell them where the dog food is located, walk to it and show them where it is. Offer to carry the bag to their car. Why so much detail? Because very few of us are royalty. We do not live in palaces and have an abundance of servants to snap our fingers and request things.

Good customer service makes people feel like royalty, if only for a brief moment. It is such a great feeling, they will come back for more!

Go the Extra Mile

Want to hit your target every time? Give your customers additional value. I have a friend who owns her own Hair Salon and Spa. Everyone who walks in the door gets to choose an “Appetizer” – a list of free treatments such as brow or lip wax, hand massage, or hot oil treatment, to name a few of the options. Customers come back just to try another “Appetizer.” By giving something to her customers, she is seeing more and more repeat clientele.

Remember the 80/20 Rule

An Italian economist, Vilfredo Pareto, observed that only 20% of effort put into a profitable business gave 80% of the possible value. In regard to customers this theory shows that 80% of your profits are coming from 20% of your loyal repeat customers. If Pareto’s Law is correct, your target customers are the returning customers.

Focus not on how many new customers you receive but how many of your customers return.

by Nora C. Hatchett