The New Customer Audition

We all know how difficult and expensive it is to get a new customer. I have seen some surveys that claim that it can cost over $5,000 to acquire a new customer. This makes sense when you think of the branding, marketing, trade shows, content marketing, newsletters, and advertising, not to mention travel to meet new potential customers.

But  it’s really what we do for that new customer that makes the real difference. When you think of how much it costs you to get that new customer in the door, it is amazing that we often squander the opportunity to impress that customer so much that they will become your customer for life.

One new order does not make a new customer, nor do two orders or three orders. It takes a while to convert a new customer to a lifelong customer. And it takes a lot of effort as well.

 You only get one first impression, so it had better be a good one…a very good one!

Making a strong first impression on a new customer is crucial for building long-term relationships and turning them into loyal customers. Doing this takes effort. It is the first time that the customer is exposed to your entire company. That first order… that first impression will make or break your relationship with that new customer.

To help you out, to give you some kind of structure, here are 25 ways to impress that new customer and ensure they keep coming back:

  1. Make sure your company is friendly, welcoming, and easy to deal with. Your goal is to make the customer comfortable.
  2. Know who the new accounts are. The sales team should introduce the new account to the rest of the team. They should educate them about the new customer including who they are, what they do, and why they would be a good customer for us to work with. The amount of business we could win from them. The Key people at the new account. And what their hot buttons are.
  3. There should be a kick-off meeting to make sure that everyone is on the same page for giving that new account the special treatment.
  4. Even before the account becomes an account, we can give the inside sales team information about the new account potential and coach them to “Quote to win.” Inside sales and GM’s work with outside sales to win the business
  5. Once we win the business. Carefully review the data to make sure it is complete and that you have everything you need to service the account.
  6. Inside sales calls to thank them for the order.
  7. Salesperson calls customer to thank for the order
  8. Send the key person a thank you letter and a free hard copy of one of your books
  9. Email from GM to Key person thanking for the order and committing to best service possible giving his contact information and invitation to contact him with any issues
  10. When the product is almost complete and near shipping inside sales sends an email alert
  11. When the board is inspected make sure the key person (Quality manager or Production manager) goes overboard to ensure the package is perfect. Then they should include a short document with their signature saying they have done so and thanking them for the order.
  12. A few days after shipment someone (GM or PM or QA manager) should call and ask them if everything was satisfactory. Or if they get voice mail a message to that extent will do.
  13. Transparency: Be transparent about pricing, policies, and any potential limitations of your products or services.
  14. Exceptional Quality: Deliver products or services that consistently meet or exceed expectations.
  15. Go the Extra Mile: Offer additional assistance, special discounts, or complementary services to make the customer’s experience exceptional.
  16. Anticipate Needs: Predict future needs or problems and offer solutions proactively.
  17. Consistency: Ensure a consistent experience across all touchpoints, from the website to in-store interactions.
  18. Fast Resolution: Address any issues or complaints quickly and efficiently, showing you value their satisfaction.
  19. Loyalty Programs: Offer loyalty programs or rewards to incentivize repeat business.
  20. Customer Education: Provide educational content or workshops related to your products or services.
  21. Stay in Touch: Maintain regular communication through newsletters or updates about new offerings.
  22. Surveys and Feedback: Solicit feedback to continually improve your products and services.
  23. Exclusive Offers: Offer exclusive deals or early access to new products or services to reward their loyalty.
  24. Celebrate Milestones: Acknowledge special occasions such as birthdays or anniversaries with personalized discounts or messages.
  25. Always be working on your relationship with your customers, always.

Remember that building lasting customer relationships is an ongoing process. Continuously monitor and adapt your strategies to meet changing customer expectations and market conditions. By consistently providing exceptional experiences, you can turn new customers into loyal advocates for your business. And that’s a great thing! It’s only common sense.