Merchants Profit from Business Personalization
It’s just business - nothing personal… WRONG! Although it is a common saying, it is becoming less and less true particularly in the context of customer service provided by small-to-medium sized merchants. Successful merchants in today’s climate focus on personalization of the business. Personalization and humanization separate independent merchants from the big box chains. Personalization of every business transaction assists independent merchants in preserving their relevance in the marketplace and in keeping the cash flowing.
At the Inbound 2012 Conference in Boston this week, successful entrepreneur, Gary Vaynerchuk summed it up quite eloquently toward the end of his keynote speech. Gary said that too many people run their businesses with their minds exclusively and not at all with their hearts. Much of the focus of his keynote and the entire conference revolved around personalization and humanization of marketing and business in general. The overall premise was that customer retention was far more important than customer acquisition. Long-term sales and profits generated through retention of existing customers can far exceed those generated through new customer acquisition.
So, the point is that sometimes business people lose sight of the need to focus on the existing customer base because we become so focused on building new followers. After all, it can take years to gain a new customer but minutes to lose an existing customer. One way to maintain the base that you have worked so hard to grow is through personalizing your business.
Below are a few methods of getting to know your customers allowing you to inject personalization into your business:
- Track Customer History – Merchants can use robust POS systems to easily track purchasing habits of their clients. If used wisely within the POS, offers can be made that are personalized to the customer based on their past behaviors.
- Communicate with Customers – Touch customers using a variety of methods. Use email marketing tools inside your POS system. Use social media like Facebook and Twitter. Consider adding a blog to your website which will communicate with your customers as well as attract new customers searching for your products and services. A blog is a perfect platform to showcase your expertise and build trust.
- Showcase your Team – Include photos of your team members doing things they love to do in your marketing materials. Rather than using stock photos in marketing pieces, include actual photos of your location, your team members and your products in action. Your customers will engage with your team and identify with your business through personalization.
- Send Personalized Thank You Notes – If you are doing massive transaction volume, you may need to use automated email tools to send electronic communication. However, robust POS solutions as well as CRM systems like SalesForce, Constant Contact and Hubspot will allow you to personalize these messages to include key fields from your customer database. Hand written thank you notes that include your company logos go a very long way with customers if you can make the time to write them.
- Learn Your Audience – Take the time to find out the interests of your audience, communication preferences of your customers and social media networks that are frequented by your clients and partners. Engage in conversation with them in real time via Twitter so they identify with your business and you personally when seeking your products and services.
- Entertain Your Audience – Lighten up and have some fun. Create a culture within your business that has personality, humor and an overall persona of fun and entertainment. Customers will remember this and have more incentive to continue buying from you. They will identify with you and feel a sense of engagement with your brand.
In this high speed world of incredible technology and overwhelming constant connectivity, it is easy for businesses to get lost in the shuffle. Independent owners and operators gain trust and commitment through personalization of their business and increased connection with their customers. Technology and Automation are amazing and provide wonderful tools that help businesses run more efficiently. However, customer engagement and business personality cannot be automated processes. They require time, effort and lots of heart. Today’s business is something VERY personal.