Megan Crabtree

Follow These 4 Tips to Win Customers for Life

Change your focus from “always be closing” to “always be building relationships,” writes Megan Crabtree.

Published

2 years ago

January 4, 2023

Megan Crabtree Instore January 2023 Issue

BUYER MOTIVATION IS shifting. Gone are the days of slashing prices and cold-calling everyone in your Rolodex. Customers are more interested in an authentic experience than a great sale. If you’re looking to build a following of loyal customers, you’ll need to change your focus from “always be closing” to “always be building relationships.” Mastering communication, understanding your customers and getting comfortable with some basic technology will have you saying hello to repeat buyers.

Get Comfortable with Video

According to well-respected sales guru, Shari Levitin, “Potential buyers are three times more likely to open and view a video than to read an email.” Seems mind-blowing, but think of your own buying habits. How many times have you watched a product demonstration video before making a purchase decision?

Learn how to create quick personalized videos on your phone so you can follow up with your clients in a memorable way. It can be as simple as thanking them for coming in and referencing something you discussed during their visit. Or send them a video of the jewelry they are considering so they can show it to friends or family who might help them make a decision.

Be a Friend

Get to know customers on a friendly basis. Follow them on social media so you can learn more about their family, milestones and hobbies. Make an effort to touch base regularly, especially when you’re not trying to sell anything. A quick happy birthday message, congratulations note, or “cute dog” comment can go a long way. In fact, make it a goal not to sell them anything, but to get invited to one of their special occasions. Once that happens, you’ll know you’ve built a great relationship and gained a customer for life. Even if they are not ready to purchase from you, they will recommend you to new potential clients.

Show Your Appreciation

Who doesn’t enjoy a little appreciation gift from time to time? It’s not about how much you spend; it’s the thought and time spent that count. You can keep it as simple as a personalized Christmas ornament or something under $10 that proves you pay attention. For example, if they’re a golfer, research a unique gift such as a magnetic towel with their initials embroidered.

Stay In Touch

It’s OK to touch base with product information as long as you keep it to a minimum and only send them sales or products that meet their likes and preferences. Inform them of new products by sending a short video of the item. If they bought an engagement ring, reach out with images and pricing of the matching band soon after their purchase so they remember to come back to you for the wedding rings.

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."