What would you say if I promised to give you more customers, if you would do just one thing? Short of selling off your first born, most sales and marketing managers would do exactly what I ask of them. Unless requires them to do better by the customers they already have.
Too often sales and marketing thing their jobs are about "getting new customers" forgetting about their role in customer retention. In "Do You Make These Mistakes In Your Customer Loyalty Program?", I share three critical mistakes most business-to-business technical services firms make with customer loyalty.
I go into greater depth in "What You're Doing That Destroys Customer Loyalty, Inviting Your Competition To Steal Customers From You Now" (Inside Strategic Relations; June 1, 2006); but the key I want share here is that ALL companies make these mistakes from time to time. So, what are you doing now to minimize the damage?
The best way to attract profitable customers is to make the ones you have better, more loyal, and really cultivate the relationships you have with them. The time and effort it takes to achieve this will give your company a greater understanding of what they really want to buy -- which improves your offerings in the market place.
When you remove customer loyalty mistakes and you'll improve your overall competitiveness. Visit the "Do You Make These Mistakes In Your Customer Loyalty Program?" news release for details.
