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The Backbone of Your Business

Charen Smith

June 17, 2008

More than our offices or store fronts. More than all of our shiny and impressive wares for sale. More than our sales pitch. Its our customers that really make our business. It’s a shame then, that so many companies see customers as little more than disposable unites, dollar signs or a meaningless collection of UPC codes in sales records. If you’re an entrepreneur that‘s been in business for any length of time, though, you’re likely already keenly aware of the value of return customers and regulars.

Building and maintaining those kinds of positive relationships might seem like a matter of fortune or luck, but in reality there are a number of methods you can employ to reach out to your customers on a regular basis. Take moment to consider a few of the ways inexpensive, color printing can help you achieve your goals.

Connecting: Communication between your business and your customers should never begin and end at the sales counter. You can user newsletters to make your customers feel like part of the team and keep them up to date on the industry and your evolving place in it. Brochures should be sent out to keep your customers informed of changes an additions to your inventory, providing that extra incentive to visit you in store to see what‘s new first hand. Also, Flyers aren‘t just for drawing in new customers! They are great informational mailers to keep your clientele informed of your latest promotions in a quick, easy to read way.

Learning: Maybe you’ve got a solid customer base but don’t know enough about them. Postcards are great customer service survey tools that can provide you with ancillary information about your customers, like product interest or their view on the strengths and weaknesses of your business. This sort of information, coupled with your transaction and inventory records can be used to create a clearer picture of who your customers are and where you should focus your expansion efforts. It also provides a foundation for the targeting of future direct mail promotions and offers.

Forging Loyalty: One recent standard of many large chains is the ubiquitous “frequent buyer program.“ Ostensibly, its just an easy way to provide discounts and sales offers to frequent customers, but these programs not only create return customers, they also are effective methods gathering customer data and tracking purchase habits. All of that data, in turn, is used or electronic and direct mail promotions. Your method doesn’t have to be that obtuse, though. You can also create loyalty through simple thank you cards and timely greeting cards, both of which make customers feel special and appreciated.

Maintaining your hard earned customer base should be an ongoing effort, whatever method you use to achieve it. Don’t lose sight of your customers amid the hustle and bustle of the daily grind. Reach out to them today and ensure your prosperity tomorrow.

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