The Best Way to Win Repeat CustomersIn this special 'Ask Entrepreneur' feature, entrepreneur Gary Vaynerchuk explains why you should focus on farming instead of hunting when it comes to getting that new customer to buy again.
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In this special feature of 'Ask Entrepreneur,' Facebook fanBashue Allardasks: What is the best way to encourage a customer to buy from me again after making a sale?
The best way to make a customer buy again, after the first purchase, is to understand that farming -- not hunting -- is the world we live in now. Farming is focused on nurturing your customer through a caring relationship. Hunting is trying toclose another dealtoo soon and this approach erodes customer loyalty.
Instead of focusing on the next sale, focus on deepening thecustomer relationshipfirst by curating conversations on the social networks they use -- whether it's Twitter, Facebook or Pinterest.
Your Chance to 'Ask Entrepreneur'
We enlisted our Facebook fans to ask their most pressing questions about starting and running a business. Over the coming weeks, our special panel of experts will offer their answers and discuss more in online chats. Mark your calendar and stay tuned for details on these future events:
Dec. 5:Grant Cardoneon Closing More Sales
Dec. 19:Angela Jia Kimon Growing a BusinessFor example, start following your customers on Twitter and use the platform to engage in conversations that are independent of what you're trying to sell them. Observe what they like, then ask them meaningful questions about what they like.
I'll use my wine business as an example. Atwinelibrary.comI'm able to see that you're a Pinot Noir drinker. By communicating with you on Twitter or Facebook, I'm able to learn that in addition to wine, you're also a football fanatic, regular cupcake eater, and new gardener. The next time you tweet or post about making cupcakes, I can suggest pairing your cupcakes with a new dessert Riesling in stock, that's similar in taste to another Riesling you mentioned last month.
Related:Gary Vaynerchuk on Keeping it Real With Customers
Bottom line -- you have to recognize the importance of getting to know who your customer really is, not just what they buy. Then, let the qualitative data collected about them set up your next ask.
Never lose sight of your customer longevity either, the follow up after any sale is just as imperative as making the initial sale. Make time to literally pick up the phone and call your customers to personally thank them for their business--even if it's a year and a half later.
That extra touch, the human touch, will never go unnoticed by your customers and will lead your business to lasting success.
