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The Bottom Line Series - Part 2: The Secrets that Keep Them Coming Back for More

How many businesses do you know that have failed because they just couldn’t keep their customers coming back?  What do you think they did wrong?  Did they not pay enough attention to their customers needs? Did they neglect their target niche? Well if you’d like to avoid making these same mistakes, feel free to follow the steps below.

The most important thing in any business is its ability to keep returning customers.  This is not to say that a business cannot succeed without recurring customers, but it makes it a whole lot easier.

Imagine you were the CEO of an NHL arena.  Your job is to fill 15,000 seats at every home game… how are you going to do that?  If you had no returning customers, your arena would probably be empty 10 games into the season.

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So what can you offer as a company to keep the customers coming back?

In the NHL arena example the main niche the arena targets is entertainment.  They offer an action packed hockey game featuring some of the best players in the world competing in front of a roaring crowd.  Not to mention why half the fans go… the alcohol.

All in all it makes for a good night and people seem to enjoy the environment enough to come back for multiple games or even purchase season tickets.

When operating your own business you need to think in the same mindset.  What niche am I going to target to keep customers coming back?

How do I know what niche to target?

Market research is the best tool for finding that target niche.  Survey your customers, research the trends in your industry and decide what the main concerns of your customers are.

If your product was a running shoe, you may want to target the performance niche.  Not just the niche, but also the competitive athlete driven customers you have.  You could talk about how much faster you can run with the shoe, how much higher you can jump and specifically how you will outperform the competition.

Likewise, if you were running a health spa, you may want to target the organic product and healthy living niche along with the regular comfort and relaxation niche most spas target. 
You could show pictures of the organic products, snapshots of your smiling clients and show testimonials from other satisfied customers stating how pleased they were with the service.

Give your customers a reason to keep coming back

Why do most people go to the same groceries stores their whole lives?  I personally go based on the variety of goods and the supply of the goods.

The grocery stores know their target niche and they stick to it.  They make sure to have a wide variety of goods and always try to maintain a large supply of those goods.  They service to their niche completely just like any business should.

This is exactly what you need to do with your own company.  Find your niche, stick to it, and make it your goal to serve the customers in your niche better each day than the day before.

Using the grocery store example; to better themselves they could introduce a new line of products that would make their customers even happier.

Self improvement should always be in the mind any business owner and it should be used to specialize in your niche even more.

What can I take from all of this?

“Instead of walking door to door, give them a reason to come to you”

or in other words

“Why talk to 100 people door to door when you could draw 1000 to you in the same amount of time”

Thanks for reading the second installment of The Bottom Line series!
Hope you enjoyed the article and will read the third part of the series “The Need to Know Reasons Why Brand Imaging Rules”.
Check back soon!

-Jarod Henderson

We are all in it for ourselves in the end – take what you want from the world and make it work for you to the best of your ability.  It really puzzles me when I see how many people think that they stop learning after schools out.  The truth is we never hang up our schoolbags.

The minute that you were born you were learning and you’ll learn every day until the minute you die.  It’s easy isn’t it?  Well, it’s easy if you make it easy.

There is one person in charge of your life and it’s you.  Take control of your own education because it doesn’t need to stop after school and you can make the choice on what is learned every day.

What do you expect me to do? There’s no way I can afford to stay in college forever!

Who says you need an institution to learn, there are so many way to get the knowledge you want – and I would argue that they can be far more effective.  Write down a list of ways you can learn with me:

• Traveling to new places, expanding horizons
• Meeting new people, meeting new perspectives
• In-class sessions in your field
• Mentors, inspiring colleagues and teachers
• Experience, learning from mistakes

I’m sure I missed some but take a look at the list and tell me you don’t plan to do any of those.  The knowledge you gain will last forever, but it’s on you to choose the best education.

Never stop learning.