QUESTION: We try very hard to cultivate and maintain customer loyalty. However, it seems that no matter hard we try some customers seem to focus only on price. What does one need to do to get them to appreciate the value added services we offer?
Elizabeth L., Bonita Springs

Score Naples Answered

Many businesses are hurting and advertise discounts that sound too good to be true. The consumer is lured by these “fire sales” only to find hidden charges and other fine print that were not made clear in the initial promotion.

These businesses are very shortsighted as they are willing to exchange a long term relationship for a quick sale.

Americans are starving for relationships they can understand with people they can trust. You should continue to focus on ways to demonstrate to customers that, no matter what else is going on in the world around them, you, at least, can be trusted.

Consider the following practical ways to market trustworthiness:

Never promise anything you are not able to deliver. To gain market share think creatively about what you can guarantee that will make you stand out from the competition. Remember, a promise unfulfilled will surely cause customers to cease to believe anything you have to say or offer.
Be very careful how you word your advertisement. Be clear in your message. If your message is ambiguous, be prepared to deal with customer confusion and, if necessary, make necessary concessions to retain their goodwill.

Build relationships with the customer. Remember their names. Consider special by-invitation-only sales promotions. Send them birthday cards and personal, hand written thank you notes. If their child gets his picture in the newspaper for scoring the winning soccer goal, clip it out and sent it along with a personal note and your business card. The personal touch goes a long way in relationship building.
Remember the old adage “do something right and they may tell one person, but do something wrong and they will tell a dozen.” The least expensive and most effective marketing is one satisfied customer recommending your product or service to another. Whatever you can do to build customer referrals and word of mouth will be well worth the effort and expense.
Become a good corporate citizen by supporting worthy community causes. One local grocer instituted a “golden receipt” program where they donated 2% of the customers annual purchases to the charity of their choice. It was so successful that churches and other non profit organizations were encouraging their members to shop at the grocery.
Be sure to treat your employees the way you want them to treat the customer. Leadership begins at the top, so resolve to be the role model how you want them to behave and act. Create a culture of customer awareness and be sure to reward the staff for a job well done.

For more information on customer relations and consumer marketing, contact the volunteer business professionals at the Naples Chapter of SCORE, Counselors to America’s Small Business. Counseling is provided FREE of charge to all US citizens and legal aliens. Call 239-430-0081 or visit our web site www.scorenaples.org and click on “request counseling now as a first time client.” The Naples SCORE business office is located at 900 Goodlette Road North, in the Fifth Third branch bank building. Office hours are 9:00 AM to Noon, Monday through Friday.

Naples SCORE and the Small Business Development Counsel will present a workshop titled “Doing Business with the Federal Government”on Thursday, July 30, 9:30 AM, at the Collier County Public Library on Central Avenue in downtown Naples.

To register log on to www.scorenaples.org and click on “workshop registration” or call 239-430-0081.

If you would like an answer to your question, please fill out the form located at our web site a counselor will contact you within 48 hours. Please include your name, email address and a contact phone number.

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