Small business blog/article

1. How small businesses can increase
customer loyalty
A small business lender known as Everline have proven during a recent study that
consumers are more likely to show loyalty to local businesses. This is over and above that
shown towards large national or international corporates. After all, what difference does
loyalty make to these big boys? They are able to compete on price and volumes so do not
need loyalty shown towards them to survive. 51% of consumers said that more competitive
pricing would encourage them to use a small business.
What did the research prove?
Clients prefer the small local friendly organisations as opposed to the larger corporates.
Surprisingly enough, more than two-fifths of customers within the UK like to ‘shop local’.
This also takes into account online shopping. Many would rather spend their money with
two or three local enterprises instead of dealing with the larger online stores. The same
principle can be applied when comparing the medium sized firms too.
So how do local businesses attract?
As a small business owner you have the monopoly when it comes to customer service and
friendliness. Even if your prices have to be that little bit higher, your clients do not mind
paying a few pennies extra if they feel they are being given superior service. Here are some
of the key ways that local businesses can maintain the upper hand:
 Go the extra mile – enhance your already superior customer service by offering a
friendly and helpful facility. For example, if your customer wants something that you
do not have, offer to source or research it for them. Offer a free delivery/postal
service to those that struggle to get to meet you face to face.
 Smile – there is nothing worse than being served at a reception desk or on the
phone by someone who would clearly rather be elsewhere. Take a few extra
minutes to ask about customers’ welfare. Be friendly but not too much so. Chat a little
if they want to talk. Yours may be the only familiar face that they see from one day to
the next so make it a nice one.
 Focus on your customer – have you ever been served by someone in a store whilst
they are having a full on conversation with someone else? Not only is this
exceptionally rude but your customers will feel ignored and unwanted. Whether it is
you that serves customers or your staff, give them a briefing on good manners and
courtesy.
 Remember details – they don’t want to be a nameless face or name on a credit
card. If you remember who they are, their name, purchasing habits and family
history, they will love you for it. Treat every client as if they are special and they will
feel that way.

2.  Put yourself in their shoes – how do you like to be treated when you purchase
something? What things make you go back time and time again? Is it just the prices
and variety of goods/services on offer or much more than this? Think about the
things that put a smile on your face and then make sure your business subscribes to
that way of behaving.
 Offer a great selection of goods/services – you may not have a big business or
huge premises, but always be aware of the things your customers want. If you know
certain people come back time and time again for the same things, don’t forget to
keep the services topped up. If new things are on offer and you think certain
customers will like them, spread the news. Be helpful whether you are offering a
product or service.
As you can see, there really are so many ways for successful businesses, no matter the size
to attract local customer loyalty.
Make sure that you are one of them.