The 80/20 rule is actually a 90/10 rule for nutraceuticals. Furthermore, nearly all of the “10” are repeat buyers
Yet surprisingly, greater than 2 out of three firms haven’t any effective strategy for keeping hard-earned customers.
It is a shame, too, because it’s pretty easy to make sure buyers keep coming back. It takes just a number of easy steps.
STATISTICS DON’T TELL EVERYTHING
Scads of selling surveys cite the worth of repeat customers. Resembling, it’s 5 times harder to get a latest customer than to maintain a current one.
Descriptive statistics like which are nice, if a bit superficial.
Seeing what it takes to maintain repeat customers is way more informative.
For instance, one complement company that I worked with really hit the mark on customer retention. The major product line was probiotic supplements.
Every three months they sent a magalog to each buying customer.
The 15-page document included stories by other customers about how that they had solved various issues with their gut health. It was 4-color, with plenty of images of completely happy people.
It also had endorsements by a research scientist – i.e., me. Plus photos of me in a white lab coat and tie.
The document was sprinkled with loads of persuasive language. It focused on key emotional hot buttons to spur buying motion.
It read like novel that is hard to place down. In other words, people read it all of the solution to the order page.
The order form made the buying process so simple as possible. And it offered options for higher prices with multiple-bottle purchases.
The ultimate piece of the magalog strategy was the convenience of contact with the corporate. The goal age group was primarily seniors. They were susceptible to phone calls to talk with an actual human being at the corporate.
Overall, what this marketing strategy did was create the sensation of a human-to-human reference to every customer.
It didn’t just be certain that customers were satisfied. It focused on making customers completely happy.
Consequently, over a few 10-year period the corporate’s valuation grew from around $6 million to greater than $20 million.
While the marketing copy on this case was a magalog, the major point was to make customers so completely happy they’d keep coming back.
It sure worked for my very own customers, too.
At one time I owned a brick-and-mortar retail nutrition store.
That is where I created a weight reduction program with an emphasis on customer appreciation.
The few easy steps I took to make sure their happiness with me did wonders for keeping customers coming back.
In truth, it’s still working online, greater than a decade after closing the physical location.
THE CORE PRINCIPLE
The one thing that keeps customers coming back is that this: A human connection.
That is it.
All businesses depend on human customers. Connecting with them is the inspiration of effective marketing.
It is the bedrock for purchasers to get to know you, to such as you, and to trust you.
People concerned with good health are especially aware of the human connection. It plays to some of the persuasive emotions in wellness marketing – hope.
In bygone days, brick-and-mortar nutrition stores relied on compassionate salespeople. They may provide wellness solutions in a caring manner, face-to-face.
The necessity for this seemingly old-time human connection hasn’t disappeared.
Customer loyalty still is determined by fulfilling that need.
It’s just that, lately, digital marketing often fails to offer it.
Customers have little or no access to salespeople. Online contact forms go to impersonal email addresses comparable to “info@companyname.com.” Toll-free numbers only reach outsourced call centers in foreign countries. Marketing materials typically amount to fear-based browbeating.
Despite all that, digital marketing can do quite a bit greater than generate faceless leads. When done right, it could establish and maintain customer loyalty based on the human connection.
How so?
We will boil down the method into three key parts.
THREE SIMPLE STEPS
1) Firstly, create channels for person-to-person interactions.
Live conversations over the phone and personalized emails are unbeatable here.
Use these connections to ask customers what they need. Their answers to open-ended questions provides you with a treasure trove of insights for future communications with them.
This provides you a solid foundation for acknowledging their concerns in a way that helps them feel significant.
Searching for significance is an awesome driver of human behavior.
Ultimately, listening to your customers will inform you exactly how they need you to market to them.
2) Once you understand what customers want, explain why you will have their solutions.
The human connection you determine in Step 1 will construct their trust in you.
They’ll listen more fastidiously and be more more likely to buy from you, again and again.
3) Create a customer appreciation program for following up after every purchase.
Many firms use Survey Monkey or other services for garnering customer feedback. That is where the method often stops.
You’ll be able to really distinguish your organization by actually following as much as survey responders with thanks notes, acknowledgements of their value to you, and giveaways.
Adhere to the old adage that the massive money is within the follow-up.
Taking these steps are certain to maintain your customers completely happy.
And completely happy customers will proceed to be the inspiration of a healthy bottom line.
HOW CAN I HELP?
I’m an experienced freelance author for the choice health area of interest, a printed research scientist, and a 30-year university professor.
I capitalize on my experience for writing persuasive marketing content that increases sales for alternative health businesses.
My work epitomizes the usage of key emotional triggers that folks discover with.
The content I create attracts latest customers and makes sure they stay.
Would you wish to make the most of what I can do? Let’s talk.