Customer retention marketing or relationship marketing is about creating an impression that is favorable enough that the customers think of your business first. That means offering them something that goes beyond what they would normally receive. It does not have to be much. You do not have to provide the world. It is amazing how a little can go a long way.

Offer exceptional customer service. You do this by training your employees to be able to handle customer concerns. Teach and train your employees and yourself in the ways of positive and productive communication.

Offering a money back guarantee to your customers also helps you establish a trusting relationship. Please, don’t skimp on this. If you have a money back guarantee of, say, 30 or 60 days, people are going to be more willing to try your product, because they know they can return it for a full refund should they not like it. And absolutely honor that money back guarantee. The Internet is great for what it can do, but it’s also going to burn you if you don’t do your job right. Word gets out very fast that you’re not to be trusted if you don’t do what you say you are going to do.

Everyone likes getting the royal treatment, especially new customers. When you can, find a way to add value to their purchase. Offer more information on how to use a product, coupon for the next purchase or have a great day! It does not have to be a huge gesture just something that says you appreciate their business. You can sometimes add value by not selling something.  Sounds counterintuitive but, if a customer is asking for something they truly do not need and you save them money you will have a lifelong customer.

For more information on how customer service can affect your profits, read “Customer Service Profits.”