A repeat customer is your most valuable customer. Every new customer gives you a chance to create another repeat customer. Figure out how you can reach your sales potential by offering more to your customers without spending more. Take this quiz to find out if you're doing all you can to bring in sales or if you are missing the boat.
Answer "yes" or "no" for each of the following five questions. Give yourself two points for every yes answer, zero points for every no. An evaluation of your score follows the quiz.
1. Are you offering something extra with your product or service such as a little extra time, a relevant book, or a coupon?
2. Do you create special offers for regular customers?
3. Do you send out news releases to stay visible in your market?
4. Do you remember your customers at holiday time?
5. Do you offer your customers several payment options such as term payments, layaway plans, or store credit?
0-3: Start swimming - you're missing the boat. You can improve your sales right now! Do something special for regular customers. Call them "preferred customers" and let them know about upcoming sales first, send them coupons, or have special sales just for them. Increase your visibility for free by sending out news releases about anything new and exciting in your business.
4-6: There is room for some improvement. You cater well to your repeat customers, but you could concentrate more on making the first-time customer return. Customers always appreciate getting something extra. Be creative and come up with something that won't cost you a lot, but that will be valuable to your customers. Also, take advantage of the opportunity for free publicity by sending out news releases. Visibility in the media can increase your sales.
7-10: You are a sales machine! You do a good job of maintaining past customers and generating new ones. You take full advantage of publicity for your business, and you have invested time and thought in your company's marketing and public relations strategies - holiday cards, special offers, etc. Your customers are loyal. They appreciate all the little extras they get from you. They refer others to you.
Copyright 1999 Service Corps of Retired Executives (SCORE). All rights reserved.