Customer Contact Information- Your Most Precious Resource!
Several years ago I bought a lamp at a charming house wares store in my neighborhood. The proprietor of the store asked for my address and other contact information, which I gladly gave. Every so often I would receive an attractive flier on thick high-quality paper stock in the mail, inviting me to a special customer appreciation day when I could receive a discount on purchases. And when I did return to her store, she always remembered my name!
These personal touches, showing a genuine interest in your customers and offering them little incentives to continue doing business with you, are well worth the effort. Whatever kind or size of local business you run, retaining customers’ contact information should be incorporated into any sales transaction. Most consumers are accustomed to this and would not refuse. If someone is uncomfortable giving you their e-mail address and other information, make sure they know you are only using it to provide them with updates and special offers, and will not share it with anyone. You could even offer a coupon of some sort in exchange for their contact information.
Another local kitchen and cooking supplies store would sent me a monthly newsletter, proudly describing neat new products they had acquired and offering recipes and information on cooking classes they held. When they wanted to discontinue this and switch to an e-mail only newsletter, they too offered a discount if I agreed to switch over with them. I gladly chose their store whenever I needed something new for my kitchen-even if I could have gotten a similar item for a lower price at a big chain store.
The lesson is: value every customer as a precious resource and make every effort to retain customers by retaining their contact information and using it respectfully and appropriately. You have invested money and effort to get people in the door in the first place. Don’t let them slip away!
