by Saron Maramo

Created on: December 25, 2006   Last Updated: April 13, 2007

Concentrate efforts on existing customers. Know about and keep up with their changing needs and wishes

I sigh often when I see on the telly One company advertising A "new" or "improved" product of theirs, then in the next commercial a rival company advertising this same product as THEIR new or improved product! This happens so often and defeats the companies' purpose; to attract new custom. From a customer's point of view, if their old favourite is doing the same improved product as the other company why should they change?

Customers tend to be loyal to a make if it continually meets their needs, and if they are happy they will be your best advertisers. They will speak well of you and recommend your product to others. What is your motive in renovating products? Just to attract new custom or to meet the gradually changing needs and wishes of present customers? Often when a company realizes that it is loosing customers it is too late, and without those p`previous customers the chances of making new customers is slim.

Many times I have reluctantly taken my custom elsewhere because as the years went on my needs changed gradually but my usual company's product or service did not. It changed radically and rapidly not giving me time to adapt to the changes or it remained exactly the same. Most companies when they have been going for a few years start to get comfortable because for all those years the things they had always done seemed to always work. For example, simple things like they do not re-evaluate their prices to keep them competitive; the packaging stays the same instead of the company finding out if customers might want it changed to be easier to open, handle or store, etc.

Get to know your customers, treat them as individuals as much as possible. Treat them with respect and let them see sincere interest in their needs, make them know that they are important to you. Listen to the customer to find out what they want changed. Keep your prices competitive.

You will be surprised that often people do not want an innovative product or service they just want the old one improved to become more suited to the new them. For example here in Spain where I live, for many years people have bought cocoa powder for making a thick hot chocolate sauce. Well now suddenly all the companies are doing the sauce in ready made packs that just need to be heated up in the microwave. This is a gradual change because they are STILL doing the cocoa powder. That is good because people lactose sensitive can make it with soya milk still. Often it is a simple as putting yourself in an existing customers shoes!

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