They still exist the loyal ones
Posted: Thu Jan 30, 2025 5:38 am
Acquiring existing customers is inexpensive
In theory, convincing a previous customer to make a purchase again is around five times cheaper than convincing a new customer to make their first purchase. The reasons partly overlap with those mentioned in the last section: people reduce complexity in order to find their way around in everyday life. Falling back on what is already known or even tried and tested and thus keeping the risk low seems more appealing than perhaps getting a better offer somewhere else. It is also simply easier and less effort than constantly researching new things. In bolivia telegram screening order to be able to effectively address existing or old customers, you cannot avoid well-maintained customer data. The chances of suddenly reaching the 60+ housewife who has been driving a small car to the supermarket for years with the new luxury SUV campaign are manageable.
Even though sales training courses often emphasize that there is no longer any loyalty to the supplier and that only the price counts, that is true, but not for every product. Cars in particular are a good example of this. Everyone knows those people who have always bought their car of brand XY from dealer YZ and will continue to do so until the dealer retires.
These are often the best customers you could wish for, but they also need to be looked after. If they come across a different person every time they visit or call and have to tell "their story" anew, your product has to be really unique, otherwise the bond is gone. The bond on a material level is largely interchangeable, the bond on a personal level is unique and much more long-term. Especially where the really personal, individual treatment is difficult to maintain, precisely because the boss cannot personally see every old customer, the history in CRM is worth its weight in gold.
Then even the intern can offer a coffee with the words "Hello Mr. Müller, nice to see you back. I've just seen that you've been a customer of ours for almost 20 years, that's great! What model was your first car? The senior must have served you back then, right?" Mr. Müller feels valued as a regular customer and treated personally, even if the intern heard his name for the first time five minutes ago.
In theory, convincing a previous customer to make a purchase again is around five times cheaper than convincing a new customer to make their first purchase. The reasons partly overlap with those mentioned in the last section: people reduce complexity in order to find their way around in everyday life. Falling back on what is already known or even tried and tested and thus keeping the risk low seems more appealing than perhaps getting a better offer somewhere else. It is also simply easier and less effort than constantly researching new things. In bolivia telegram screening order to be able to effectively address existing or old customers, you cannot avoid well-maintained customer data. The chances of suddenly reaching the 60+ housewife who has been driving a small car to the supermarket for years with the new luxury SUV campaign are manageable.
Even though sales training courses often emphasize that there is no longer any loyalty to the supplier and that only the price counts, that is true, but not for every product. Cars in particular are a good example of this. Everyone knows those people who have always bought their car of brand XY from dealer YZ and will continue to do so until the dealer retires.
These are often the best customers you could wish for, but they also need to be looked after. If they come across a different person every time they visit or call and have to tell "their story" anew, your product has to be really unique, otherwise the bond is gone. The bond on a material level is largely interchangeable, the bond on a personal level is unique and much more long-term. Especially where the really personal, individual treatment is difficult to maintain, precisely because the boss cannot personally see every old customer, the history in CRM is worth its weight in gold.
Then even the intern can offer a coffee with the words "Hello Mr. Müller, nice to see you back. I've just seen that you've been a customer of ours for almost 20 years, that's great! What model was your first car? The senior must have served you back then, right?" Mr. Müller feels valued as a regular customer and treated personally, even if the intern heard his name for the first time five minutes ago.