by Catia Mondlane
A couple of days ago, I was going through my client list because I wanted to find out and understand who my real clients are. I found out some very interesting things - for example, just because people follow you on social media doesn’t mean that they buy from you. In fact, the ones that constantly buy occupy a smaller piece of the pie chart, while the group that only bought once and those that never bought were part of the larger percentage.
The table that follows can aptly describe what I mean:
The people that follow but don’t buy I call them passive watchers - a part of them just follow because they are on social media, others just want to increase followers by following you and have no idea what are you selling or saying. The ones that are not following but buy, most of the time they heard about a product and just want to try it, so this group is divided into those who bought once and never came back and those who bought, liked and became also followers. But the shocking truth was only 25% of the list were my real clients.
I had to quickly come up with a plan to change this scenario and increase this percentage, because this group is very important to the company. They deserve special attention and a fair, golden treatment. So, I firstly took a piece of paper and bulleted the goals with very clear deadlines and I called this operation ‘the golden client’.
I thought about personalized gifts which are the most often used and traditional way of keeping your golden clients. But this fact cannot take into account the creativity and numerous initiatives that are already available for them in the marketplace to have the treatment they deserve. In addition, your customers should feel that they are truly golden by giving them a truly personalized service and access to important company related information. They should be the first to receive news by organizing forums to present your products or services.
I truly understand that an entrepreneur’s mind is a golden mine that never runs out of ideas and creative ways to make the impossible possible, and whatever you do, your clients will mirror you somehow. The way you feel about your product or service will reflect on them, just like if you treat them in a special way. It must be the way you treat yourself, and building a close relationship with your clients will make them a very important marketing tool.
Cátia Mondlane is the CEO & Founder of Isabella – Estética & Cosméticos, an innovative Mozambican cosmetic company that brings natural skin solutions based on locally sourced organic and fresh ingredients. Her brand is especially for people with sensitive skin and who want to be kind to their skin at affordable prices. She is currently based in Maputo, Mozambique.
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