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Jeff: Let's say I have some customers that did business with me three or four years ago, but they have not come back. How do I reestablish a relationship with those customers? Dave: I like that question because a lot of times business owners are only focused; entrepreneurs are only focused on getting new business. And actually that's very costly and very time consuming to sort of drag new people through your door the first time. So if you have old customers that you have lost contact with that is a great opportunity. It is an easier way to bring in new business so to speak, and what you can do is you can reach out to them and talk to them about changes that have happened.
What you have done differently in the past. Give them a special offer, something that says hey you know you were a great customer in the past, we'd love to have you back, and so we are going to offer you something that we don't offer to anyone else. But you do it from a standpoint of hey we miss you, we want you back. I don't think that even in the era of social media that brand loyalty is gone. I think brand loyalty is still there. I think that it's just trust that's the harder thing to develop now.
And so when you already have a relationship with someone, you want to rebuild that trust with them and say hey come back to us and become part of our family again. Jeff: What if you have broken that trust at one point? Is there a way to repair that? Can you get that back? Dave: The first thing to do is to not hide if you have broken the trust in the past. For instance, let's say that someone put something on social media about my restaurant. They say I had a horrible experience; my server was rude that kind of thing.
That's an opportunity; that's an opportunity to not hide; to not say, oh make this go away. How can I delete it? How can I get it removed? But instead to go on that side and say: Oh we are so sorry that that happened. That is not acceptable. Please contact us at this number, or send us an email, and we will make it right for you. People see that. They see that kind of exchange when something negative happens, and they say you know what everyone makes mistakes. And businesses especially make mistakes because they are even more human than humans to some degree, but it's how you respond to the mistakes that you make.
That really creates the culture of your business and creates how people view it and perceive it in the marketplace. So when mistakes happen, when you do things wrong, admit it, own up to it, and then do something to make it right. And, and I like the idea of then go the extra mile. You make it right, and then you do something beyond what was expected, and then you take those negative experiences and actually turn them into very, very positive ones.
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