How to Turn New Customers Into Repeat Consumers

RICHARD SHAPIRO, President, The Center For Client Retention

Richard Shapiro, President, The Center For Client Retention

In this session you will learn to:

Understand that associates can make or break the retail experience

Develop proven ways to generate repeat business Know your customer as well as your inventory

6

• The Greet• The Assist • The Leave-

Behind

8 Steps to Guarantee Repeat Business

1. Make Me Feel Welcome 2. Give Me Your Full Attention 3. Answer More Than My Question 4. Know Your Stuff 5. Don’t Tell Me No

8 Steps to Guarantee Repeat Business

6. Invite Me to Return 7. Show Me I Matter8. Surprise Me in Good Ways

Repeat Business Tips A Baker’s Dozen

The Endangered Customer: Eight Steps to Guarantee Repeat Business

Tip #1Use Phone Calls to Your Business As an

Opportunity to Invite a Relationship

Tip #2Tailor Scripting for First Time Customers / Develop Check-list of Useful Information

Tip # 3Find Out How Customers Learned About

your Business

Tip #4Listen for Magic Phrases

This is my first time in your store I just moved into the area

A friend suggested I might like to see your merchandise

I looked at your website

Tip #5Uncover the Story Behind the Purchase

Tip #6Tell Your Staff to Never Tell the Customer “No” Without Speaking to Management

Tip #7Print Business Cards for All Sales and

Customer Service Associates

Tip #8Conclude the Transaction Using the

Customer’s Name

Tip #9Segment your Customers

Clients/Customers (80/20 Rule)

Tip #10Provide Time for Associates to

Communicate with Customers After The Transaction is Concluded

Tip #11Give your Associates a Budget for Surprising

Customers

Tip #12Make it Easy for Customers to Speak to a

Person on E-commerce Sites

Tip #13The Strongest Loyalty Bond is Between Two

People

Technology is smarter than peopleBut, machines will never have a

Customers will return when they make a human connection with another human