Is Relational Glue Even A Thing?
Yep. Think of “bonding.” If you’re a parent you know how important that is. In fact, if you have ever had a close relationship with anyone, having that relational glue is crucial to holding you together, right?
Therefore, it’s a thing with your customers and clients. Or it could be. Why wouldn’t you want to influence how durable that bond is? So how do you do it? It’s simple, really.
So how do you do it? It’s simple, really.
Nurture or Nature?
Educate them.
“Educate them?” you wonder.
Indeed. At any given moment, let’s say that 1% of any business’s potential buyers are actually ready to buy. Huge advertising budgets are spent reaching those 1%. That’s a lot of attention aimed at a very small group of people. On the other hand, nurturing the health of current buyers–creating (stronger) relational glue–gives attention to those who already know your business and have bought from you.
Nurturing their good nature–their understanding of how your business helps them–is great business. And it’s more efficient.
“What? That’s it?” you say.
Yep. But that’s not the right question for you to pose. Ask, “why?”
Educate Your Way to Greater Revenue
That’s an excellent question! And a proper answer will go long and wide on the subject of the “Buyer’s Journey.” Dig around on this website and you’re certain to find a video on the subject. But for now, consider this. How many businesses focus their marketing completely on attracting new customers? Just about all of them, by the look of it. Well, what about retaining their current customers? Dare we say it? What about regaining former customers? Keeping existing customers, and even bringing back those that lost their way, is super inexpensive compared to finding new buyers to replace them. Step into their journey and educate them on how your products or services simply life, meet their need, make things better, whatever.
The beauty of this truth is that you get to choose how to respond to it every day. You can either:
- Market new products/services to your old customers
- Sell old products to new customers
Which choice do you expect to bring in more money? And which way do think will be easier?
Sticky Habits
OK, here are a few smart ways to create greater relational glue with your existing customers:
- Stay in touch: In a digital age, this is easier than it’s ever been (email, e-newsletter, social media, and even the old-school way…by phone). Whenever possible, go with in person, since that’s the best.
- After-Purchase: If you don’t have one, it’s time to build out a repeatable method to follow up with your customers. You never want them to feel like they are a number to you. Get creative. How can you support them or the item they purchased from you? You know what it feels like to feel abandoned after a purchase. Not cool. Until you have something more complicated, just send a “Thank You!” note and let them know how much you appreciate them.
- Guarantees & Specials: If you have them, always offer your current customers the best deals and guarantees you have. Create a special club available only to your most loyal customers. Build an event around a special opportunity and invite them in after hours.
- Exceptional: Look, it’s always a solid plan to use good business practices. But why not aim for being exceptional? Maintaining your integrity, treating everyone with dignity, and dealing honestly every time…well, such habits stand out. They shouldn’t, but they do. For their rarity. Do them because they’re the right things to do. And don’t be surprised when your customers love you for it.
Rocking Your Relational Glue
Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every way possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you. ~ Jay Abraham
Need ideas to help you educate your customers? We have you covered. Reach out. We come unarmed.
