Customers are Your Life Blood

After leaving your hotel room on a cold and chilly morning, you cross the street. Luggage in hand, you wait for your coach which is due to arrive at 6:15.

As you wait for the coach on the corner you notice the first store situated behind you is a cake shop. Whilst looking through the window, you observe the cakes on display. Those cup cakes displayed near the front window would be ideal for the birthday party which you are hosting next Tuesday. Unfortunately for you and the shop owner, the shop is still closed and does not open for another two hours.

Beside the cake shop is a gift and toy shop. As you look through the window you notice a train set with individual carriages on display. Those carriages would complement your son's existing train set and would make an ideal present. Unfortunately this shop is also closed.

Further down the street you notice a boutique. Displayed in the window of the boutique is a jacket. It is navy blue with a thick underlay, ideal for this cold and chilly morning. This store is also closed and not due to open for another hour or more.

It's now 6:15, your coach has arrived. Once your luggage is packed you take a seat beside the left passenger window. As you peer through the window, whilst leaving the town, you notice there are other shops also selling items, similar to those you previously observed.

For many people shopping online is similar to this country town experience. We click on a window and see something we like. Before purchasing that item we visit another site and view through their window. After viewing half a dozen windows we have forgotten or lost interest in a few of those window we previously viewed. Each of those proprietors have lost a potential customer.

Are you leaving money on the table because, not one but many, potential customers have forgotten about you?

Until recently the proprietors in this country town relied upon the rapport which they had built with their customers. Then a large chain supermarket variety store opened for business. They were able employ junior staff at a cheaper rate during the day and adult staff, into the evening. As the proprietors of these smaller shops were unable to compete they began to close their doors. Some of these proprietors sought employment with the chain store, utilising their trade and specialised experience, whilst others left town.

There were some proprietors however, who realised that to stay afloat they would have to offer something which the chain store did not. One proprietor, for example offered a home delivery service whilst another proprietor offered a purchase 3, third 1 free. For these proprietors to stay afloat they realised they could not take their customers for granted. They would have to strengthen the ties which they had with their existing customers.

Whilst most people would all like to rank on the first page of a major search engine for competitive words and phrases, we know this is not going to happen. Thus we realise that to stay afloat we need to utilise other strategies.

The rapport you build with your customers is key. Keeping your existing customer base will save you money. If you don't have a system to keep your existing customers how much money are you leaving on the table?

Your customers are your life blood. You need to keep them and you need to keep them in the loop. Without an effective system to do this, you are leaving money and business on the table.

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