How to get customer loyalty through social networking?

July 24th, 2007 by Sandra Lenz

Every phase of the sales process requires different activities and therefore different network structures are the most efficient ones. We have already talked about the best network structure for “identifying customers” and “finding solutions during a project”.

Now I would like to focus on customer care. Once the deal is closed (when you sell a product) or the project is successfully finished (when you sell a service) it’s crucial to know the best networking techniques to remain in the memories with your customer and maintain a good reputation.

When you’re doing project work the easiest way to find new business opportunities is during the project itself. At this time you have very good insight into your customer’s challenges and pains. Those are the best conditions for finding solutions to your customer’s problems, especially as you see things from a neutral perspective.

What should a successful network for customer loyalty look like?

• direct contacts to deciders of you customers
• deciders know other powerful contacts in your customer’s company or in the market (they have a bridge function)
• loose contact frequency

Employing this sort of network you can keep in contact with the influential people and you can quickly get new and exclusive information in an informal way. If a new business opportunity appears, you will be in a good position to take advantage of it.

Here are some examples for ways to maintain your reputation and keep touch with your contacts. Your customer will feel that he is in good hands.

Writing an email with “how are you?” or “I just wanted to say hello” is probably not the best way to stay in contact with your customer.

Communication to your customer should always have a value and a reason.
For example passing on clippings of relevant articles is a simple way to give valuable information to your customer.
Even if it sounds trivial, writing personal Christmas, Easter or Birthday emails are additional examples that produced good results. Many customers were happy about this way of addressing them and gave me a call afterwards to say thank you. Small efforts with a huge impact.

As important as it is to stay in contact with your customers you should always know when you are doing too much. The best network structure won’t help you then.

Chances are we all know an individual who uses every opportunity to get into business. He tries to do business in an obviously insincere manner or at an inappropriate moment e.g. when you run into him by accident. If you are always in a selling mode the chances are high that your contacts will get reluctant to keep in touch with you or do business with you ever again.