Monday, June 14, 2010

Your Flocks and Herds of Customers

"Know well the face of your flocks; and pay attention to your herds." - Proverbs 27:23

Let's talk about your "flocks" and "herds" of customers ...

Can you name your top 5 clients?

If yours is a business with too many customers to remember by name, can you name your top 5 customer demographic types? Their age, income, education level, etc.?

You must "know well the face of your flocks" and "pay attention to your herds," or you risk losing them to "predators," like the economy, your competitors, or indifference.

According to a study done by the Technical Assistance Research Project, 68% of customers leave because of "perceived indifference." In other words, if customers think you don’t think you care about their business, they take their business elsewhere.

Your customers want you to pay attention to them and know them well.

One of the best and most cost-effective ways to do this is to mail a hand-written thank-you note or card to your customers.


"People tend to keep these cards," according to marketing author and business owner, Kristine Lewis.

"Whenever I receive a nice note from someone, I display it one my desk for awhile. Every time I see the card, I am warmly reminded of that person or business."

Here, according to Lewis, are tips on when to mail a hand-written card to customers:
  • When they make a purchase from you or send you a referral
  • On their birthday, anniversary of doing business with you, or other important date.
  • To congratulate them on personal achievements, such as promotions, new jobs, or their children's graduation
  • If you see an article that mentions them or might interest them, clip and mail it with a note
Lewis concludes with this advice: "Quite simply, hand-written correspondence is a wonderful way to build your business. When I say build your business, I am not just referring to acquiring new customers. I am also referring to keeping the customers you have!"

What one thing can you do today -- whether by phone, in person, or by mail -- to pay attention to your herds of customers?

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