Are You Upsetting Loyal Customers When Attracting New Customers?

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Have you ever bought a product or service is only to find that it is cheaper to buy the next month? Are you a loyal customer but find the latest deal or offer is never for you, only new customers?

How do you feel — unhappy, upset, a little angry?

It used to be only large companies that would offer new customers special discounts, giveaways, special offers, etc, to entice new customers.

Although I have no statistics on this, but visiting many websites it seems that small businesses are doing this more than they used to.

Whilst it is important to gain new customers, a little time is needed to think about your loyal customers and how they feel about losing out on such deals or offers.

Before you put the latest offer out to gain new customers you may want to consider the following:

Special Offers

At the time of the special offer for new customers, you could develop one that suits your loyal customers so they do not feel left out or ignored. This does not have to be price oriented; it could be a small token of appreciation.

Discount Offers

If you are going to discount a product or service to increase your short term sales, then watch your timing. Nothing gets customers upset more to have bought a month earlier only to find it now being offered at a reduced price.

Introductory Offers

Before you offer this, why not go through your database and see which customers are currently nearing the expiry period of subscriptions, contracts etc. By focusing on renewing these you may find that it actually costs you less and strengthens the relationships.

Added Extras

These can be very useful when attracting new customers, however if your current customers still have to pay for them, then discontent may set in. If you are going to offer extras, then make sure they are not ones that your current customers actually resent paying for.

Free Offers

With many people talking about the need to provide “free” information, offers etc, it is important that to make sure you have not charged your current customers for this in the past. An example is if you had previously charged for an initial consultation and now offer it free of charge for new customers.

Customers like to feel important, special and have long memories. Today they can see what you are offering and who you are offering it to via the Internet. It is out in the open so it is even more important to ensure you have programs in place to strengthen relationships with key customers as you seek new customers.