There is a fantastic car wash business located about one half mile up the block from my condo in San Diego, Calif. You may find it surprising to learn, however, that it’s been two years since I last brought my car there. Yes, I’m one of those “temporary” customers: (1) I don’t use my car that often, (2) I enjoy “washing” it myself, and (3) keep it in my condo’s parking garage. However, my car still gets pretty dirty and could use some professional help.
While I may not be the ideal customer for a car wash business, I could become a better customer. Do you have any customers like me? I’m sure there are plenty of reasons why you don’t see much of us these days. However, there may be one reason unrelated to the economy as to why your customers may not visit your facility more frequently.
You see, my last experience at the local car wash up the street was very satisfying and it’s the only car wash that I would recommend to my neighbors. So aside from my preferences, why may it be another year or even two before I do business with them again?
I was probably their happiest, temporary customer that day back in 2007. When they were done working on my car, it looked phenomenal. Like it was brand new. I didn’t have to remain temporary, though. Since then, two years of potential revenue “down the drain” has occurred. Not because of anything that their staff did, but because of what their staff did not do during my last visit.
My visit was very pleasant. I looked around their shop while occasionally watching my car get cleaned. Those ten minutes would have been the perfect opportunity for the cashier or any available staff member to share a brief conversation with me. We could have discussed my preferences. We could have discussed their business. They could have told me about the importance and popularity of having one’s car washed there. They could have even asked me a few impactful questions that could have influenced my decision to return again at the very least each month. Instead, while I left very pleased, my interest in returning didn’t last longer than a few days.
Asking important questions will improve your business dramatically. Here are a few basic, but powerful questions for you to consider asking your customers no matter how often they do business with you. They are just a few questions that when asked by a friendly staff member can turn a temporary customer into a permanent one:
1. How often do you visit us? Why is that?
2. Can you guess the three most popular reasons our customers come back each week/month?
3. Do you know about our loyalty/discount program?
Imagine how often your customers will visit your business when they not only experience an extra level of customer service, but learn more about your operation and the reasons why you’re #1 in town.
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Jared Meyer is a marketing specialist, speaker and author who helps businesses gain exposure through quick, highly-efficient and highly-effective word-of-mouth marketing. Learn more about him at http://jaredmeyer.com
Thursday, October 1, 2009
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