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It’s Only Common Sense: 25 Tips for Keeping a New Customer Happy

We all know how difficult and expensive it is to get a new customer. Some surveys claim it can cost over $5,000 to acquire a new customer. This makes sense when you think of branding, marketing, trade shows, content marketing, newsletters, and advertising, not to mention travel to meet potential customers.

But what we do for that new customer makes the real difference. When you think of how much it costs to get a new customer in the door, it is amazing how often we squander the opportunity to impress them so much that they become your customers for life.

One new order does not make a new customer, nor does two or three. It takes a while—and a lot of effort—to convert a new customer into a lifelong one. You only get one first impression, so it had better be a very good one.

Making a strong first impression on a new customer is crucial for building long-term relationships and turning them into loyal customers. It takes effort. It’s the first time the customer is exposed to your entire company. That first order, that first impression, will make or break your relationship with a new customer.

To give you some kind of structure, here are 25 ways to impress that new customer and ensure they keep coming back:

1. Make sure your company is friendly, welcoming, and easy to deal with. Your goal is to make the customer comfortable.
2. Know who the new accounts are. The sales team should introduce the new account to the rest of the team. They should educate them about the new customer, including the amount of business we could win from them, they key people, and their hot buttons.
3. There should be a kick-off meeting to ensure everyone is on the same page for giving that new account special treatment.
4. Even before it becomes an account, we can give the inside sales team information about the new account potential and coach them to “quote to win.” Inside sales and GMs work with outside sales to win the business.
5. Once we win the business, carefully review the data to make sure it is complete and that you have everything you need to service the account.
6. Inside sales should call to thank them for the order.
7. A salesperson calls the customer to thank them for the order.
8. Send the key person a thank you letter and a free hard copy of one of your books.
9. An email should go out from the GM to a key person, thanking them for the order and committing to the best service possible. The GM should give out their contact information and an invitation to contact them with any issues.
10. When the product is almost complete and near shipping, inside sales sends an email alert.
11. When the board is inspected, make sure the key person (quality or production manager) goes overboard with the package to make sure it is perfect. Then, they should include a short document with their signature saying they have done so and thanking them for the order.
12. A few days after shipment, someone (GM, PM, or QA manager) should call and ask them if everything was satisfactory. Even leaving a voicemail message will do.
13. Be transparent about pricing, policies, and any potential limitations of your products or services.
14. Deliver products or services that consistently meet or exceed expectations.
15. Offer additional assistance, special discounts, or complementary services to make the customer's experience exceptional.
16. Anticipate and predict future needs or problems. Offer solutions proactively.
17. Ensure a consistent experience across all touchpoints, from the website to in-store interactions.
18. Address any issues or complaints quickly and efficiently, showing you value their satisfaction.
19. Offer loyalty programs or rewards to incentivize repeat business.
20. Provide educational content or workshops related to your products or services.
21. Maintain regular communication through newsletters or updates about new offerings.
22. Solicit feedback to continually improve your products and services.
23. Offer exclusive deals or early access to new products or services to reward their loyalty.
24. Acknowledge special occasions such as birthdays or anniversaries with personalized discounts or messages.
25. Always be working on your relationship with your customers. Always.

Remember that building lasting customer relationships is an ongoing process. Continuously monitor and adapt your strategies to meet changing customer expectations and market conditions. By consistently providing exceptional experiences, you can turn new customers into loyal advocates for your business. That’s a great thing.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.