Laurel Tielis
I remember my aunt coming home from the hairdresser’s, looking in the mirror, and saying, “It’s not the best haircut I ever got, but I really like the stylist. I’m always comfortable sitting in her chair.”
As far as I’m concerned, that is the secret of success in business. When people know you, trust you, and like you, they will keep coming back. Not only will they return, they’ll tell other people about you. They are influencers. Every business can profit from them.
So aside from being the kind of merchant that people like, how do you get a lot of influencers who will get the word out for you?
One good way is to create a customer advisory board. This board is different from a formal advisory board made up of accountants, lawyers, and bankers. Those people are knowledgeable about the financial and legal aspects of running a business.
But a customer advisory board focuses on what shoppers need and want. And after all, who knows better? You’re looking for people who come in frequently, spend time in your store, and are always friendly, even if they’re voicing a complaint. In essence, your customer advisory board should be made up of your best customers.
Here’s my tip for you: Some store owners have more than one board. The owner of a children’s clothing store, for example, has three—one composed of the kids themselves, a second made up of their parents, and a third for their grandparents (who often the best buyers).
Invite them to a monthly or quarterly meet-and-greet after work. Offer drinks, snacks, a small gift and a discount on larger purchases to show how much you appreciate their help. Ask them what they can do to make the store even more appealing to them.
Ideas can range from merchandising to display to sales. Be open to ideas and try to implement as many as possible. It’s so easy as a merchant to think, “I know what my customers want,” and it’s equally easy to be wrong. Here, you’re getting it directly from the customers. What a gift! It’s market research in a friendly, open fashion.
- Once a year, reward these business “partners” by inviting them to your home or to a restaurant. It’s a great way to form a community. And business today is all about community.
Your reward will be people who like you influencing other people to know you, trust you, like you, and buy from you.
If you want more ideas about bringing in business while running a business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.
I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.
You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.
Copyright © 2010 Laurel Tielis
Filed under: business, entrepreneurs, independent retailers, retail, small business Tagged: | communications, customer advisory board, customer retention, marketing, public relations, retail
