DMSRetail

Make sure your efforts, to attract new business, don’t offend your loyal customers.

Sometimes, we go all out for new business. Sometimes, that means we offer new customers something special, right? And that’s really nice for those prospective customers.

But what happens when your current…maybe even loyal…customers hear about it?

Here’s an example…

I received a brochure in the mail recently. A company was offering their services at a whopping 50% off to all new customers. If I was already one of their customers, I wouldn’t be thrilled about being excluded. I’d be thinking “what about me?”

To make matters worse…to really drive the negative message home to their loyal customers …these brilliant folks added a large, colorful, attention getting box on the front page of the brochure which said, in bold print …

“You are only allowed to participate in this offer if you have NEVER bought from us before. This offer is for NEW customers ONLY.”

So, loyal customers are not allowed to participate? Loyal customers do not deserve to get something special? Hmmm. Something’s just not right about this.

Don’t you agree that there has to be a better way to do this?

Some executives will say “Well, that’s the way it’s done. You have to offer incentives to attract new customers. And, anyway, we give our loyal customers incentives at other times, in other ways.”

And all of that might be true…but what is the perception? What is the message being sent to the loyal customer?

Think about who is really paying for the incentive anyway. Your loyal customers are paying for it, that’s who. Loyal customers are your most profitable customers and the advertising expense and discounts are being paid for out of the profit generated by them…by the business that they give you.

Of course, I’m not suggesting that you shouldn’t do special things to attract new business. Indeed, you should. But every time you, or your marketing department personnel, come up with one of these special incentives, take the time to think about the impact on your loyal customers and adjust accordingly.

All the Success!
DMSRetail Inc.

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