If you do a Google search on attracting new customers, you will find article after article with strategies to do so. Strategies can include lead-generation landing pages and contact forms on your website or email drip campaigns to nurture them from consideration to buying. You may spend dollars on Google Adwords or Facebook Ad campaigns. All of this is good because you are reaching your target audience and attracting them to your product or service. They buy from you and then that is it.
You have heard of the term, one-hit wonders. We know many songs, but we do not know the original artist, because they are a one-hit-wonder. For instance, the songs “Wipe Out” and “The Lion Sleeps Tonight” has been featured in movies and shows, but no one knows that The Surfaris and The Tokens are the original artists behind the hit. People were attracted to and bought the albums with those songs, but few bought subsequent albums from those bands.
This is a common tale for business owners too. People are attracted to and buy a product or service, but do not buy again, so they become one-time buyers. As business owners, whether B2B or B2C, you want repeat buyers and there are 3 strategies that you can put into place using your CRM to guide customers from being a one-time buyer to a repeat buyer.
Analyze your repeat buyers
Most likely, you have a handful of repeat customers and hopefully a lot more depending on your industry. If you are an HVAC company, you want every customer to be a repeat customer. Use your CRM to analyze those who buy your service or products. You can look for…
- Common reasons repeat buyers come back
- When repeat buyers are most likely to call you again for your services
- Services that are most popular with repeat buyers
By analyzing your repeat buyers, you can look for signs in recent buyers and build relationships so that they will buy again
Segment your email drip campaigns
Segmentation is a great way to deliver the right content to the right people through automation and drip campaigns. However, delivering the content does not mean they will see or open your email. It may take multiple deliveries of the same content to their inbox before they open it for various reasons. At the same time, you do not want to deliver the same content over and over to someone who has opened your email, so you can take segmentation a step further in your CRM. You can set rules such as to send again to anyone who did not previously open the email. By doing this, you are continuing to deliver email content until it is opened and nurturing buyers to buy again.
Talk to your customer and record your notes
Face-to-face and phone conversations will always be more valuable than contact form engagement, texting, or social interaction. After a customer buys the first time, make it a priority to speak with them. Your conversations can include
- What made them choose you over your competitors
- Letting them aware of your other products and services
- Learning more about them
- Asking their permission to follow up in a month
Every conversational point can be recorded in their profile in your CRM. Reminders can be sent to follow up. When they speak with you again or receive an email from you, they will remember their conversation with you and be more willing to buy again.
It is every business owner’s goal to have more repeat buyers than one-time buyers. Your CRM can help you convert one-time buyers into repeat buyers and minimize Follow Up Fatigue through analyzing, segmentation, automation, and record keeping. If you are thinking about implementing a CRM, call us at 301-332-0613 to schedule an X2CRM demo.
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- On September 28, 2021