Who Are Your Favorite Customers?

Think about your favorite customers. The customers who buy from you again and again. The customers who don’t constantly haggle over prices. The customers who appreciate value and good service. These are your "Premium" (preferred or priority) customers.

Why do they buy from you? If you don’t know, ASK them.

Chances are, they buy from you because:

1. Your products are and/or service is superior to your competitors’ products and/or service.

2. You are a specialist in the industry. Your product knowledge is exceptional.

3. You call your customers on a regular basis.

4. Customers are not kept "on hold" on the telephone for long periods of time. They find it easy to place orders with you.

5. Your prices are competitive. You may not have the lowest prices, but the VALUE you provide is probably unmatched in your area. (Value is defined as quality relative to price.)

WHO IS THE "PREMIUM" CUSTOMER?

The Premium Customer is NOT the customer who buys cereal and cleaning supplies in 50-gallon containers at Sam’s or Price Club just to get a lower price. The premium customer is willing to pay a little more for added value and convenience.

HOW TO ATTRACT THE PREMIUM CUSTOMER

Look at the five points listed above. This is the way to market and advertise to attract the Premium Customer.

Advertise VALUE, if you truly provide value.

Advertise CONVENIENCE, if convenience is a benefit you offer.

Advertise Superior SERVICE, if this is true of your business.

Advertise Excellent PRODUCT KNOWLEDGE if you can provide this service.

Advertise "Easy Ways to Order" from your company.

HOW TO KEEP THE PREMIUM CUSTOMER

These are the customers you want to "go the extra mile" for, and among the ways you can KEEP their business:

1. Let the Premium Customer know you APPRECIATE their business.

2. Give them advance notice of price changes and monthly specials.

3. Always make sure the products they order are in stock; if there are back-orders, call to let the customer know.

4. Follow up to make sure all their orders shipped on time.

5. Send a thank-you note after an especially large order.

6. Send birthday cards to these customers.

Only certain customers will pay a premium for the VALUE you deliver. These are your targeted prospects. Understand that you won’t sell to EVERYONE.

About the Author

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