There are too many business owners out there focused on one thing – promoting their businesses in order to get new customers. Without any doubt, this is a good idea, but once you sell a product, the chances to earn more from the person that bought that product don’t stop there.
So, if you want to boost your sales, you have to rely on your loyal customers, not only on your new customers. One-time buyers can’t support your business. Smart business owners are always looking for ways to turn one-time buyers into loyal customers.
The best way to figure out how you can accomplish this goal is to learn from examples. That’s why we will share a few examples in this article.
1. Be unique and offer something that other companies don’t have in their offer
This doesn’t mean to offer unique products, although it is a good thing to have unique products and services. But even if you don’t, what you can do is provide something that will improve the customer experience, something that customers can’t find elsewhere. You can learn about and follow the latest digital trends, and create a service that will serve as an augmented product that can help customers make purchase decisions more easily.
A great example you should check out is the IKEA Place app. This app allows customers to use their mobile device’s camera to see how IKEA products would look like in their space. Many companies are now working on VR/Augmented reality apps like this, but you don’t have to go that far. Even an engaging and human-like chatbot can add a lot of value to your site and help you convert one-time buyers into loyal customers.
2. Invest in a CRM system
CRM stands for Customer Relationship Management. A CRM system is a system that includes specially designed software, or a specific set of tools, that enable your clients to connect with the right members of their team in no time. To put it in very simple terms, a CRM system is like a chatbot, but with people. Nowadays, you can also customize your CRM software to fit your needs.
For example, Wells Fargo, the popular American bank, is using a modern CRM system for social connectivity. With it, their clients can easily reach out whenever they have questions and on the company’s side. There are both software and structure that enable this process to run smoothly and efficiently. With a good CRM system, you will be able to create stronger and more personal relationships with your customers, which ultimately converts to more sales.
3. Increase perceived value
Perceived value is a term that describes the customer’s opinion of the value of a specific product. For example, a Playstation 2 has great value in the eyes of a collector, but a relatively low value in the eyes of a teenager who wants the newest version.
The perceived value is not related to the current market price of the product or the current demand. What matters most to the customers are things like brand affiliation, recommendations and testimonials, and their personal customer experience.
There are different techniques that you can use to increase the perceived value of your products in the eyes of your target customer. One of them is selling your product/service at a higher price. You can also provide an affiliate program, free trial, or sample. Other options are warranties, test trial periods and free gifts. Many companies use them to boost the perceived value for a relatively low cost to the company.
4. Create a rewards program for one-time buyers
A rewards program is one of the best methods for encouraging and supporting loyalty for the customers. Modern customers love rewards programs. This is another way to increase the perceived value of the sale and to create a lasting bond with the customers.
Many consumer goods companies use this method to keep customers buying from them instead of their competitors. A great example of how this can be done in e-commerce is Amazon Prime. Also, loyalty programs in online casinos provide a whole range of benefits that you also might be able to offer. You can use priority support, access to new features, cashback, bonuses and more.
With the help of this kind of program, you can make the process of buying look more like a game (gamification). And who doesn’t love to play a good game?
5. Offer professional customer service
If you want to turn one-time buyers into loyal customers, you have to show them you care. According to research, approximately half of buyers have stopped buying from certain brands because they were dissatisfied with their customer service. Modern customers appreciate companies that treat them well, and at this point, they expect it.
If you meet their expectations and they are happy with your customer service, they will share this experience with their family, friends, and colleagues. This is not only free marketing but also the most powerful way to gain new customers: word of mouth.
Another thing to consider is that people are 5 times more likely to share bad experiences than good ones. Word of mouth can also be deadly, but luckily with great customer service, you diminish the risk that somebody is dissatisfied. Regardless of the industry, you are in, providing great customer service should be your no.1 priority. You need to keep customers coming back again and again.
There is no universal way to turn one-time buyers into loyal customers. Your approach should adapt to your industry, target market and business model. Your primary focus should be identifying what your customers value most. But, it’s always good to get inspired by examples from different industries. Also, focus on your digital customer experience. The first impression is the most important one, and in the digital world, the DCE is what makes or breaks the connection with your potential and returning customers.