How to Get New Customers and Keep Them

Getting customers and keeping them can be difficult work, no matter a business’s size. There is no magic wand you can wave to make it happen (sorry, we’ve tried). But it’s key to a lasting business, and it doesn’t depend on a flashy ad campaign or a big marketing budget. It requires understanding the customer and taking action based on that understanding.

Without customers coming through the door an owner’s passion alone can’t keep the business afloat. We’ve gathered the five things you need to know about customers and how they make their choices in our latest guide: Acquire New Customers and Keep Them.

1. Product Fit

What are the demographics of your audience? Where do they live? What do they like to do? Answering these questions helps you create a profile of who your customers are (and aren't) that you can use to drive all of your marketing efforts. After all, it doesn't matter how good your marketing is if you can't reach the right people. 

2. Service Quality

Once you understand who your customers are, dig deeper into what they want. Customers choose products and services when they understand the direct benefit they'll receive. Your business value should be clearly articulated, and the customer experience should match that promise. 

3. Customer Service Quality

Customer service goes a long way in influencing buying decisions, so it's important to empower your staff to successfully interact with customers. By training your staff to become customer retention specialists, they'll be able to turn superficial interactions into long-standing relationships. 

4. Trusted Opinions

Potential customs often rely on their network or group affiliations to help in their decision making. That's why you shouldn't underestimate the power of harnessing the influence of your current customers. Referals are a powerful way to bring new customers to a personal services business.  

5. Differentiators

Companies differentiate themselves through factors like pricing, location, ease of access, and more. But the best way to differentiate is through shared meaning -- how businesses and customers substantially connect. Shared meaning creates loyalty among your customers and can turn them into advocates for your business. 

Once you answer these questions, you can start to narrow down your marketing efforts. You’ll be able to make educated decisions on choosing the right social media platform(s), the best information for your website, and even the tone of your content.

Understanding how your product fits into your customer’s lifestyle lays the groundwork for understanding the qualities that drive your customer’s decisions, and can ultimately lead to increased revenue for your business. 

[Download the free Acquire New Customers and Keep Them Guide]