Generating Repeat Business

The biggest sale you make with a customer won't be the first one. In fact, it's usually the third or fourth sale, a sale that takes place after you have earned the customer's trust, that really matters. That's why it's essential to follow up with customers after each sale to ensure that they're satisfied with the transaction.

"What have you done for me lately?" should be the direct marketer's theme song. Have you offered your customers anything new to buy? Anything different from but connected to their initial purchase? Fresh products, fresh offers, and new presentations all stimulate sales and keep customers coming back. If you lack the capacity to launch entire product lines as frequently as you'd like, offer spin-off products that relate to the customers' initial purchases.

Generating repeat business and customer satisfaction go hand in hand. Happy customers will return to you again and again for your goods and services. They'll also recommend you to their friends and business associates, which will help you to expand your reach.

Keeping your customers happy depends on a variety of circumstances; luckily most of them are within your control. Secure repeat business from your customers by following these guidelines:

• Do it right from the beginning: If customers are unhappy with your product or service, they will consider your company unreliable and probably won't buy from you again. Make sure your first interaction is a positive one.
• Learn from your mistakes: You're going to lose customers from time to time. When you do, try to get to the root of the problem so that you can prevent it from happening again. Check out and make sure you avoid them.
• Stay ahead of your competition: In a world with so many choices, consumers gravitate to the best products and services. It's your job to provide them before your competitors do.
• Focus on service: It's easy to get so caught up in your products and services that you forget about the people who buy them. If you can't afford a customer service department, every employee, from the CEO to the summer intern, needs to take an active role in solving customer problems.
• Put the customer first: Don't be afraid to make exceptions and bend your policies from time to time in order to accommodate special requests or to pacify dissatisfied customers. Put your customers' needs ahead of everything else.

Repeat business also has a lot to do with building customer trust. You want customers to view your company as the ultimate source within your industry. That means having the best presentation, product, cost/value relationship, and customer service in your niche. You must also reach out to customers with special offers, targeted mailings, continuity programs, and appreciation letters that instill loyalty. Loyalty means repeat business. For more on this topic, see Ten Suggestions to Build Customer Loyalty.