Secrets to Retaining Customers——First Impressions Matter

So you’re running a small business. You have finally entered the world of entrepreneurship and you're now responsible for attracting and maintaining a customer base. While it seems like an easy thing to do, it is actually very difficult. First impressions are important, and are one of the biggest reasons why people will either return to your store or take their business elsewhere.

Most small businesses have an easy time attracting customers when they initially open, especially if they are a brick-and-mortar shop. People are likely to come through your storefront even if they don’t need what you are selling. This is because people love new things and simply want to come in and check you out. I will try to stay away from clichés, but you really do only have one chance to make a first impression.

It costs more money, however, to attract new customers than it does to retain current customers. People who have already shopped with you know who you are and what you have to offer. Don’t give them a reason not to come back.

If you are having trouble retaining customers, it may not necessarily be why you think. While I recommend investigating every possible reason why, here are a few that you may not think of that are turning people away from your business:

Cleanliness Is Godliness

Okay, I lied about staying away from clichés, but this one is so true. Look at it like this...

If you have kids and are out in public, where do you take them to the bathroom? Every parent knows a few places where they can find a clean restroom, and dozens more that they avoid. It’s not because of the products or services offered by the business, but the cleanliness of their facilities.

When I am at the mall in South Bend, Indiana, I NEVER go to the mall restroom. I always go to Macy's. Why? Comparing the two to each other, Macy's wins hands down. Ask friends and family where they go and I am sure you will hear stories. There will be bragging about one or two places, accompanied by the horror stories of other locations.

So, how clean is your bathroom? If the answer is "not clean enough,” it's time to clean your bathroom. Also invest in fixtures, tile, and paint. Make it look nice by painting murals or hanging cool pictures on the wall. Just because it is a public restroom doesn’t mean you can’t give it some life.

Neatness Is Your Best Friend

The terms “clean” and “neat” are not the same. Clean is when something is free of dirt and stench; neat is when something is presented professionally in the manner it is supposed to be. Here is an example:

If you sell clothing, then mannequins are a very important fixture. If they have smudges on their faces or you fail to dust them once in a while, then you need to take the time to “clean” them. However, if they are clean, but not displayed properly (e.g., you use tape to keep them together, they are crooked, etc.), then they are not “neat.” Also, make sure they are wearing the right size clothing, and that merchandise matches the displays.

Clutter is another reason people hate going to a store. I will pick on Claire’s here as it is the most cluttered business I have ever seen in my life. Stores occupy small spaces and are filled with as much merchandise as they have real estate. It is almost impossible to walk in there by yourself, let alone when they are busy.

If people have to work in order to walk through the clutter of your store, they are more likely to go to a competitor who has taken the time to make their space neat and customer friendly.

If you are worried about clutter, simply take a stroller and walk through your store. Having problems getting around? Then so are your customers, and they hate it. One of the worse things in the world is trying to push a stroller or wheelchair through a store when there is not enough clearance.

Do some research on merchandising and you can find new ways to fill your store while still keeping the place neat.

You Run a Profession, Be Professional!

Most people do not realize this, because they are only in their own stores, but little things can make a difference.

For instance, STOP handwriting signs. Handwritten signs are the most unprofessional thing you can see at a store. Print signs from your computer or go to a local print shop. Stop handwriting clearance signs as they make the merchandise you are clearing out look as junky as the signs you write to advertise it.

Go into the store of your competitor and see how they do things. If they are not handwriting signs, why should you? If they are handwriting signs, then you will have an advantage over them.

Got tape? You shouldn’t. Stop taping up wires or holes in the wall. Use zip ties and buy some drywall mud and paint. If you allow these type of DIY fixes on a regular basis, your store is quickly going to be looked at as just another shop.

Again, make sure to evaluate all possible reasons why people could be turned off from your store. However, looking at some of these simple reasons that you normally might not think of, could have an immediate impact on customer retention.