BRX Pro Tip: Customer Retention
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. One of the most important things we can do to have a sustainable business is to keep our customers. Let’s talk just a minute, Lee, if we could, about this business of customer retention.
Lee Kantor: [00:00:20] Yeah, an important consideration when it comes to customer retention is you got to minimize that expectations gap between what you are promising in your marketing and in your selling to what you’re actually delivering to your client. So, you have to be clear, you have to be congruent, and there has to be consistency and congruence in the results you’re promising and the benefits that you’re delivering.
Lee Kantor: [00:00:45] So, if you overpromise results, then you better overdeliver benefits. If you overpromise, then underdeliver, you’re going to chip away at that credibility that you had started with. And now, you’re looking like someone who doesn’t keep their promises. And that’s something we want to avoid at all costs. You want to keep your promises. And if you kind of don’t keep your promises over time, the customer’s going to lose faith that you can really deliver what you say you are. So, it’s important to — I don’t mind overpromising, but just make sure you’re overdelivering. I’d rather you overpromise and overdeliver than underpromise and overdeliver. I think it’s better to overpromise and overdeliver. I think that’s more effective way of getting clients and keeping them.
