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It is very promising when a business keeps winning more and more customers. But maintaining customers is what really counts. Winning and keeping customers determines the sustainable success of the business. It is always wise to invest more resources in keep your current customers that in attracting new ones. After all if you can’t keep clients you already have, chances are that even new ones will eventually go somewhere else.

Many managers and salespeople believe that the most important is to make sales, and there is no doubt about that. But getting many new customers and not maintaining old ones may generate revenue in the short term, but it is bad for medium and long term. Increasing sales for short term purposes without minding long-term does not guarantee your business future.

Follow up:

We must find out exactly what the customer wants. Let your products and service address the clients’ needs. If they derive satisfaction from your products they will become regular buyers. Consumers who are satisfied only will be willing to change when a better offer is provided. The fully satisfied customers are less willing to change, and high satisfaction or delight creates emotional affinity with the brand. The result is high customer loyalty.

To achieve excellence in winning new customers and keeping them, then you need to do the following:

Train your employees
Each time a customer get into your company he/she has to interact with your employees. A client’s impression of the business will be derived from employees’ way of doing things. You may have high quality products and very competitive prices, but if you do not have right employees, then you will not get customers coming back

We must train them for an excellent service, but we also need to value them and gratify them. Trained employees in the company will achieve a remarkable result in customer service.

Personalize the service and find out what the customer wants
Develop a special relationship with your customers and treat each differently. Customers buy personal satisfaction and solutions to problems.

The main objective is how to offer exactly what the customer needs. For this, we must evaluate the most of each profile and personalize the service according to customer preference.

Get feedback frequently
On average, a company hears only 4% of its non-satisfied customers. The other 96% will never complain after being poorly attended. They simply do not come back and you do not have the chance to find out what was wrong and how to improve.

Therefore, always try to assess the satisfaction of new customers and old customers. You need to know why a customer never returned. Listen to the 4% who complained to you, because they may be giving you a chance to correct your mistakes.
70% of customers who complained will buy again from you, and 95% will buy again if the problem is resolved immediately.