Ten common reasons for customer churn:
1. Rude, indifferent, or lack of advance preparation, such as forgetting or ignoring customer needs, or insufficient preparation of materials before visiting a client.
2. Not knowing who is responsible, and always telling the client that they need to report to their superiors, will cause them to lose their value and sense of trust in the eyes of the client.
3. Incoherent, wasting customers' time. Always remember that opportunities to communicate with customers are very precious. Cherish every minute of conversation and improve sales efficiency.
4. Exaggerating the benefits of your product or service will lead to a sense of distrust from customers, and trust is the foundation of the sales process.
5. Concealing product precautions, cost-saving options, or new products that have already been launched; knowing the details of the product is the customer's right, and you must always respect the customer's rights.
6. Try to squeeze every penny out of every transaction, with absolutely no integrity. A good salesperson knows how to "play the long game."
7. Frequently changing trading methods can make customers feel disgusted. According to Oxford Management Review, it will cause customers to question your company's brand value, which is very detrimental to establishing long-term sales relationships.
8. After a transaction, do not call the customer to confirm that everything is fine; 99% of the effort can be wasted due to this 1% oversight.
9. If you fail to fulfill what you have promised, no client is willing to engage in long-term cooperation with a salesperson who lacks integrity.
10. Not returning calls or replying to emails, especially when issues arise, details are a key factor in the success or failure of every sales process.
Methods for maintaining customer relationships:
1. For regular customers who pay the bill, personally escort them to the door.
In the management process, we require every staff member to do this. As long as a regular customer has paid, they must personally escort the customer to the door. Although this process is very brief and the action is trivial, as long as it is done, the customer will feel sufficiently respected. Previously, after customers paid at this store, basically no one took care of them, so it was difficult to get repeat business. Therefore, we strengthened training, emphasizing the importance of seeing customers to the door. On one hand, customers will not feel neglected after making a purchase; on the other hand, this moment is also very critical because it is right after the customer has completed a transaction and needs to reinforce their recognition of the brand and service. During the process of seeing them out, communicating with the customer can both strengthen their further approval of us and further build rapport with the customer. By strengthening service to regular customers, gradually, even customers who haven't paid, or those who have received service, the staff will escort them to the door. While seeing customers off, they often remind them to come back often and bring friends. At this moment, customers are very receptive, and they often come back frequently and bring friends. Because customers come more often, performance improves quickly!
Second, a greeting message must be sent within two days.
Customers purchase our products in the store for many reasons. They might feel the product gives them a good impression, or it could be that a certain function of the product meets their needs. It could also be because the price is affordable and the quality is good, or even just out of curiosity. Whatever the reason, since they have made a purchase, it is a good thing. However, do not think that everything is fine and that you have gained a loyal customer. We all know that when customers make a purchase, it might be an impulse buy. Once they return home, they become more rational, especially with cosmetics. A customer's vanity may hold many brands, and they might accidentally start using their usual brand or another brand, leaving our product unused. If it sits for too long, it might be forgotten. I wonder if you have had similar experiences? I often see female friends shopping all day and buying a pile of clothes, but many of them are hardly worn after being brought home, becoming mere decorations in the wardrobe.
The same goes for customers. Just because they buy our product from among many options doesn't mean they will use it. Therefore, in their home, there is another battlefield where various other brands compete with ours. At this point, we must continue to attack. So how exactly should we attack? Within two days of the customer's purchase, we must send them a message. On one hand, it reminds the customer to use the product or continue treatment at the store. On the other hand, by contacting the customer, we shorten the distance between us and them, reflecting a professional and attentive service attitude. If some customers reply more actively, it indicates they are easy to get along with. With a little extra effort, a very good customer relationship can be established.
3. Conduct usage surveys and consultations within one week
If we can achieve the two points above, we will have an additional layer of connection with our customers. However, without follow-up actions, everything done previously may be in vain! Because relying solely on these two actions, customers will not develop more emotional bonds with the staff, so we must further improve our service. One week after the customer's purchase, we can continue to send them a message to check on their usage, especially their feelings after using the product. If the customer has been using our product and has a good experience, the message will reinforce the service, encourage the customer to return, and prompt them to introduce friends.
Fourth, maintain regular contact with customers to preserve customer relationships.
To build a good relationship between two people, it depends on the frequency and quality of their interactions, and the same applies to the exchanges between customers and store staff. Based on consultation situations, the highest quality interaction between the store and customers usually occurs during the customer's most significant purchase, with fewer opportunities and time afterward. So how can the frequency and quality of contact between staff and customers be strengthened?
First, it is necessary for the salesperson and the customer to stay in touch, but customers do not like to be frequently disturbed by messages. Therefore, the frequency of sending messages to customers must be well managed—neither too high to avoid causing customer aversion, nor too low or nonexistent. How can this balance be achieved? Generally speaking, holidays are the best time to send messages, because no one refuses blessings from all sides during holidays. If there are no holidays, sending a message about once a month is sufficient. As for the content of the messages, it can include makeup tips, new product information, skincare advice, lifestyle tips, holiday greetings, etc. Customers are usually interested in these topics and will not feel too annoyed.
5. When there are new products, promotions, or mentors visiting the store for guidance, invite regular customers to experience and make purchases.
To get repeat customers to spend again, you usually need a reason. There are many such reasons, such as new product launches, promotional discounts, or even having a mentor visit the store to provide higher-quality services. What we need to do is seize the opportunity when the store has new product launches, promotional activities, or when a company-assigned mentor comes to guide the store, and send messages to inform regular customers, inviting them to experience the store. For regular customers with whom you have a better relationship, personally call them to invite them over. Never feel embarrassed about this—know that this is a golden moment to get repeat customers to spend again and an excellent opportunity to boost sales performance. Compared to acquiring new customers, inviting a regular customer back is very low-cost; it might just take a message or a phone call—a small investment with great returns. Why not do it?
