Stage 5: Learning from Your Regular Buyers
Welcome to our sixth lesson.
In this lesson, I’m going to show you some ways you can build a very solid relationship with your best customers—one that increases the orders they place with you, encourages them to tell others, AND gives you the insight you need to improve your performance in all the other Stages.
In this lesson, we’re going to switch sections; I’m going start with the key messages, then we’ll look at what you need to get right.
Key messages for your Repeat and Regular Customers
These are your best customers; they’ve bought from you multiple times. They love what you do, and they know a lot about you.
The messages you send them are going to include those you send to your First Time Buyers. But you also want to start taking the customers into your confidence. Share with them your upcoming plans and ask them what they think.
This could be as simple as creating a Best-Customers-Only Facebook Group, ad asking them which advert they like best or which of two options they’d most like you to sell next season.
Or it could be as complicated as hosting quarterly customer focus groups where you invite them to meet with you on a topic that’s key to the business.
This will of course tell you a lot of useful things about the business. It also has a really important part to play in further connecting them with your business—the more you trust them, the more they’re going to trust you.
The more they trust you, the more likely they are to tell their friends, share what you do on social media, and buy again.
What you must get right in Stage 5
You want more of these customers! How great would it be if everyone you got to the website with your Stage 1 activity was just like these people?
It would certainly make everything you do a bit easier! And produce a better return.
Listening to these customers will help you get more people like them in at the start.
You can listen to them in lots of ways:
• The Facebook Group or focus group we’ve already mentioned
• The reviews they leave and communications they have with customer service
Those avenues will give you lots of good information you can weave into your marketing plans, products you buy, and messages you use.
You should also look at what these people do. What do they buy? What marketing do they respond to? Which messages do they like? So dive into your marketing analytics too.
Get this right and the Customer MasterPlan turns around on itself to become a circle that puts the customer at the heart of your business:
We’ve now run through all five of the Stages of the Customer MasterPlan model, so in tomorrow’s lesson I’m going to show you how to work out which Stage needs your attention right now. It’s as important to know where to start as it is to know what to do.
Catch up tomorrow,
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