Like most things in life there is a right way to acquire customers.
And a wrong way.
I received an email the other day that basically said use it or lose it.
I was testing out the free version of the software which is one way to get customers. As I had not logged in for 60 days they wanted to free up space on their server.
If I did not login in the next 3 days the account would be deleted together with the information I had put in.
It was by chance I went into this email account that I use for downloads because it is one that is only looked at perhaps once every 2 weeks.
In a recent article on Small Business Trends by Diane Helbig Sixty Eight Percent Is Yours To Keep she writes about the importance of customers feeling valued and appreciated.
Although you may be inclined to say that of course you value potential customers I think most of us have been a little indifferent at times for a variety of reasons. Not that it was deliberate of course but it happens as we are not perfect.
The unfortunate part is that the customer only sees a lack of caring and as Diane correctly said we want to feel appreciated.
To play it smart make sure you have a marketing strategy in place before you take any action to get more customers. Often it comes down to attention to detail that stops you getting more customers.
Here are 3 marketing lessons from this experience.
Changing The Rules
There was nothing in the terms about conditions relating to the free version of the software.
If anything the company was too generous with the free version. This may have been why they changed the rules.
If you decide to change the rules that affect potential customers, then ease them into it rather than give them a nasty surprise.
This has been written about many times. It is one of the reasons why customers can feel unappreciated especially the ones you are trying to attract.
This company has been around for a while. They should know the areas customers may need assistance on or what the triggers to get them to upgrade.
If you want customers to upgrade or become buying customers you need to have a process in place.
With the technology available today this is quite easy to do. Unless you keep the conversation going potential customers can get the feeling of not being appreciated.
And new customers often do not give you a second chance.
This company is obviously having a big push to gain more customers and on the higher plans. That is why they needed to free up the server space.
Not all customers represent the same value to your business, however being indifferent to one group and chasing another is not the answer.
Working out how to acquire customers the right way can result in real business growth and loyal customers.
Whilst they may not represent a lot in dollars they may in fact be important in terms of referrals or recommendation.
Offering a free version of your products or services, can help to get new customers. The way to move them from free to paid is often how you treat them during their trial period. It is one of the basics of how powerful using simplicity is to get customers.
See how I can help your business use simplicity to acquire customers.