The success of every business hinges on its customers. Are your customers happy? Did you miss any prospective clients? Are you contacting them enough? Will your customers continue coming back? Questions like these flood the minds of business professionals and entrepreneurs on a daily basis. The success of their company rests in the hands of those who interact with it, but a number of common customer mistakes can mean broken relationships and lost leads. Are you making any of these seven mistakes that can cost you customers?
- Not staying in contact with your customers
You succeeded with the first step: you fulfilled a purchase and you have a customer or client who is interested in your business. But after that purchase, are you leaving them in the dark? Not interacting and nurturing your customer can cost you down the line. The probability of selling to a new prospect is only 5-20%, but if you’re selling to an existing customer it goes up to 60-70%, according to Marketing Metrics. You have to stay in touch if you want them to become loyal, returning customers. A monthly newsletter, following up close to contracts expiring or having your sales team stay in touch are a few ways to keep your customers in the loop with your business. Make a schedule that works for your business that you can fulfill without too much hassle.
- Sending too many messages to your customers
Yes, it is important to reach out to your customers, but too many messages can drive them away. There is a balance your business has to find for the right amount of contact. It might sound tricky, but in reality it isn’t as difficult as you think. We recommend a monthly or quarterly newsletter depending on what works for your business to stay in touch. If you have a new product or service launching, you can reach out more frequently to promote it. Overall, every business is different. See how your customers respond to what you’re sending to them currently, and go from there.
- Ignoring negative feedback
Any response you get from your customers is the potential for growth. Just because feedback is negative, doesn’t mean it isn’t valuable. Actually, it’s the opposite. Use negative comments to change things about your company that are dissatisfying to customers. On average, a typical business only hears from 4% of dissatisfied customers, according to “Understanding Customers” by Ruby Newell-Legner. If those customers took the time to say something to you, that mean their issue is worth looking into. Any comment can bring you insights about your business that you might never have known. They’re always worth looking into. And when you take the time to respond to feedback, it improves your overall customer service; It’s a win-win.
- Waiting too long to respond to a lead
Someone expressed interest in your company or product, but you didn’t get to them fast enough — or maybe at all. If a prospective client is reaching out to you with questions or interest it is vital to respond. Often systems don’t exist for sales staff to respond to prospects, causing those leads to slip through the cracks. On average it takes sales teams 19 hours to respond to a lead by email and 36 hours by phone, according to a InsideSales.com and Omniture survey — and that’s a lot of time.
A way to combat this is to have a schedule and system set in place in order to respond to leads in a timely manner. If you follow up with a web lead within five minutes, you are nine times more likely to convert them, according to InsideSales.com. That can really mahttps://kakkuro.com/crm/ke a difference. Work with your staff to develop a system that works for them and lets you stay on top of feedback. Interaction about your company can only help you, and if you think about it that way it can put you a step ahead of your competition.
- Lack of communication across staff
You have prospects, leads and existing customers, but your team is confused about who is supposed to contact whom. If your people don’t know who to follow up with, that means leads can get lost simply due to your confusion. Team communication keeps your schedule and process moving forward. Without an easy way to keep in touch, mistakes can be made. Get a system set in place where you can keep track of your team’s interactions with customers and their plans for future engagement — the more detailed, the better. Many CRM tools are designed to track interactions and stay on top of communications across the board.
- You aren’t targeting the right people
When reaching out to prospects and leads, if you aren’t targeting people correctly, you could be costing your business. It is vital to know your desired customers as best as you can when reaching out to new leads. Create a persona of your ideal customer to better understand who you are targeting. Along with that, track how existing people respond to what you send out — taking note of reactions can help you learn extensive knowledge about how your company is perceived. In order to find the right customers for your business, you need to be reaching out to the right people. Take that first step of creating a persona today.
- Focusing on content quantity not quality
Updating your website, blog, social media and other accounts is absolutely necessary to keep your business recognized, but you might need to rethink it a bit. Often companies focus on quantity of messages rather than the quality of the content they’re putting out. On average, 58% of Americans research products and services they are considering purchasing online, according to Pew Research Center’s Internet and American Life Project.
Focus your efforts on creating resources that are strong and full of information about your business and product that can actually help potential clients. Sending messaging that serves a purpose, rather than simply posting as much as possible, makes your company more trustworthy and useful. Revisit your content calendar and see how you’re performing.
Learn more about Kakkuro Suite: CRM; the fast and flexible option for ultimate customer management.