For some trades – such as plumbers, electricians, locksmiths – it can be hard to imagine how you can get repeat business from your customer, after all that type of emergency doesn’t happen to customers every week! But today, I’d like to consider a rarely talked about method of increasing the number of leads you receive from each customer…thereby raising the overall lifetime value of each of these customers.
Please do pay close attention to this marketing strategy, we’re going to look in particular at locksmiths (as we specialise in this field). I should imagine that acquiring new customers is not a new concept for most locksmiths, how to do it most efficiently may well be though! However, increasing the value of each customer is a rarely thought of act in most of these industries…including this one!
And I’m not talking about just raising prices here either. That’s possibly one way to increase customer value, but it is often hard to scale and sometimes causes you to lose a customer. They may even moan about you behind your back and leave you negative reviews on the Internet!
I believe, and I think you ought to consider believing, that a customer base is the single biggest asset you can have. When you see your customer, why not start thinking of them not as just one job, carried out in less than an hour, but the potential for 10 jobs from that person?
In order to fully understand this concept, start thinking of your customer as someone with a huge network of hundreds. They are all connected to friends, family, colleagues, sports team members, other parents – and many more!
Since most people who are locked out of their house feel very irritated at themselves for having done so, if you’ve acted in a professional manner and arrived in a timely fashion – they will be delighted to pass your details onto people they know! They want to save their friends from the same hassle that they’ve experienced trying to find someone to come and help them quickly.
So, why not simply ask them to send a text message containing your contact details to just 10 people they know in return for an instant discount? Or pass them 10 business cards and ask them to pass them out to colleagues at work? Or you could even do both! Why not be honest and tell them your business is built solidly on referrals?
In addition, your details will then be stored safely in their phone by that customer, meaning they will have your details next time when they move house or get locked out (great!). Based on our research we’ve found that between 10% and 20% of customers are repeat business – just imagine all those free enquiries coming your way!
Just look at the maths; take your typical number of weekly customers and work out what happened if just 10% of them passed out all your cards. Within a few weeks your details would have spread virally across the area!
Are you starting to see the HUGE possibilities for building up your trades people quickly?
I don’t want to labour this point so I’ll wrap this article up by saying this: Your customers are absolutely, positively willing to help you grow your business. Spend time everyday thinking about this and put systems in place to capitalise on this– it might be one of the most profitable decisions you’ve made since you decided to set up as a tradesperson!