Attracting a client is extremely important, but retaining them for a long time is the main task of a businessman. In order for a person to remain loyal to the company, you need to periodically remind them of yourself and provide high-quality services.
The client must be sure that his car will be serviced in the service center in a timely manner and in the shortest possible time, the company representatives will promptly offer to extend the insurance, remind about the annual technical inspection, etc. It is at the retention stage that the car center should interest the client with merchant cash advance email marketing its offers and demonstrate customer focus.
Customer Life Cycle Stages
Source: Borri_Studio/ shutterstock.com
Sales stage
At the moment of sale, it is important not only to perform the act of transferring the product, but also to do it on the most individual terms. The client should feel that a special offer has been formed for him based on his interests and possibilities. Such a personalized approach can increase the degree of customer loyalty many times over. And this in turn leads to the fact that the client will want to return to the place where he was well served, offered a discount or some bonuses for the purchase.
Satisfied, he will tell his friends and acquaintances about the company. Such free word of mouth, like paid advertising, can attract new customers.
Customer impressions
Even if the deal was successful and the client is satisfied, you can do something else that can please him and, as a result, increase the level of loyalty. Most likely, the buyer will be very pleased to receive even a small gift in the form of souvenirs in a beautiful package. Any unexpected surprise will surprise the client. And, of course, this will be an additional plus in the company's piggy bank.
In the auto business, the implementation of each stage will look something like this:
If a customer is planning a purchase in a showroom, a company representative can call him to discuss the details and at the same time offer some related products or services (for example, service).
In the future, the client will be called in advance to remind them of the need for a technical inspection.
In order to retain the client and maintain his loyalty, the company periodically reminds about itself with calls and messages with advantageous offers, holiday greetings, etc.
If the client returns to make another purchase, you can offer him favorable terms of cooperation, car loans, or a trade-in sale.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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How to work with a customer database correctly
A customer database is a list of people who are actual or potential customers of a company. These can be:
people who have not yet purchased anything from the company, but are part of its target audience;
people who have subscribed to the company's newsletter or social media accounts;
people who contacted the company themselves with the aim of purchasing something;
customers who have already purchased something once;
regular customers who have been making purchases from the company for a long time;
customers who are not currently making purchases, but the company sends them messages of various types at a certain frequency to remind them of itself.
The company's customer base should include people who are at different stages of the life cycle. Some are already quite loyal customers, some are just planning to make a purchase, and others are just looking around. Even if there are many buyers and they are regular, you can't neglect the rest. Marketers should be constantly concerned about developing the customer base: attracting some with an individual offer, reminding others about themselves. After all, even if everything is fine today, and the company has a stable income thanks to its regular clientele, this does not mean that tomorrow some of these people will not choose a more attractive offer from a competitor.
Working with clients is necessary to ensure stability in the operation of the enterprise.
In order to build a company policy correctly, you need to know your audience well, for which it is important to analyze the life cycle of clients. Specialists must predict a person's intentions based on this analysis and make favorable counter offers for him at the very moment when it makes sense. It is the client base, containing the history of buyers, information about his life cycle, that can help to understand the capabilities and needs of people. Based on this, personal offers with specific conditions are made.