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2 Grant early-access or previews to new I feel special. I’ve been a supporter of quite a few local venues in Boise, and I get first-access pricing before tickets get released to the general public. Even though I know it’s the psychology of sales, I still feel like an insider knowing I have access to something others don’t yet. 3 Acknowledge the good and the bad feedback. products . I don’t know about you, but when I receive marketing messages about exclusive access or pricing because I’m a loyal customer, Everybody is busy. When a customer takes the time to provide positive feedback, thanking them is a normal next step. But what about the complaints? That feedback is valuable in a different way because it can help drive improvements in products and services when you act on it . Those insights definitely drive more profits in the long run. The truth is that avoiding constructive criticism could kill your business. There’s a U.S. News and World Report study that found that a whopping 82% of customers leave because of a customer service issue, not price. But this is actually great news because it means you have an opportunity to salvage the relationship if you take the time to establish one in the first place. 4 Highlight customers’ helpfulness . At Newsletter Pro, we co-create our newsletters. Our customers’ speed of responsiveness, feedback, creative assets, and personal and professional experiences are the main ingredients for a successful final product. When a customer goes out of their way to help with a project or is extremely responsive on a consistent basis, give them specific thanks. They’ll appreciate it and most likely go even further on future projects. 5 Support their charities or community involvement. We are beyond blessed by the number of customers who actively give back to their communities. From time to time, we’re asked to support an event or volunteer. This option is a bit more challenging than the others due to logistics, but sometimes, it’s feasible, and we’re able to participate. I cannot express how appreciative our clients are of our involvement, even though we chose to do it to show our appreciation of them. 6 Recognize and reward those who refer most. Referrals are the greatest compliment a customer can ever pay you. As I’ve stated before, a buyer is not yet a customer . A customer is not yet a committed customer. A committed customer is not yet an evangelical ambassador. Evangelical ambassadors refer significantly and frequently. They should be recognized and rewarded as such.
You can develop a formal program with rewards at each “level” of referring. But if you’ve established a strong relationship and communicate regularly with these folks, a fancy program may not be necessary. At Newsletter Pro, we track our top referral sources but don’t have an official program. Since we’re in contact on a regular basis, we reward and recognize as needed. One of our evangelical ambassadors commented that we’re her driving force. She refers regularly and significantly. When we heard she was overwhelmed by a family member’s hospitalization on top of other challenging circumstances, it was the perfect time to show her some love. We sent her a personalized waiting room survival kit loaded with a custom mug, snacks, word puzzles, and other items we hoped would provide some relief. Although it wasn’t the first time, she was surprised and delighted. The bottom line is that people do business with people they know, like, and trust. They refer for the same reasons. Show that you are trustworthy and that you value them, and customers will stick around for the long haul. It’s a beautiful thing. For prospects and customers, the path to purchase is long and winding. We can’t afford to take a single customer for granted. Don’t miss an opportunity to interact with them, including showing your sincere appreciation often and at length. I want to close by saying a sincere thank you to you , the person reading this. Whether you’re a client, a prospect, or a casual observer, I appreciate the space you’ve given this newsletter in your home and in your minds. Thank you for reading, for sharing, and for supporting us. It’s because of you that we’ve been able to continue doing the things we love, and I could not be more grateful. Wherever you gather this season, I hope you’re surrounded by those you love most. For me, “There’s no place like home.”
–Shaun
P.S. The holiday season is coming up fast! If you’re looking for a cause to support in your family or in your company, my nonprofit is prepared to start getting wish lists from local foster kids, starting the day after Thanksgiving. If you’d like to join in on Christmas shopping for these kids, email info@fosteringchristmas.org, and we’ll put your name on the list to receive alerts. You can read more at FosteringChristmas.org.
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