This document provides tips for businesses to turn new customers into repeat customers. It discusses the importance of associates making customers feel welcome and valued through full attention, answering questions, being knowledgeable, and not saying no. Associates are encouraged to invite customers to return, show them they matter, and surprise them. Additional tips include using phone calls to build relationships, tailoring scripts for first-time customers, finding out how customers learned of the business, listening for information, uncovering purchase stories, empowering associates, using names in conclusions, segmenting customers, allowing associate-customer time after transactions, giving associates budgets to surprise customers, making customer service accessible online, and emphasizing human connections.

1. How to Turn New Customers Into
Repeat Consumers
RICHARD SHAPIRO, President, The Center For Client Retention

2. Richard Shapiro, President, The Center For
Client Retention

3. In this session you will learn to:
 Understand that associates can make or break
the retail experience
 Develop proven ways to generate repeat
business
 Know your customer as well as your inventory

6. 6

8. • The Greet
• The Assist
• The Leave-
Behind

10. 8 Steps to Guarantee Repeat Business
1. Make Me Feel Welcome
2. Give Me Your Full Attention
3. Answer More Than My Question
4. Know Your Stuff
5. Don’t Tell Me No

11. 8 Steps to Guarantee Repeat Business
6. Invite Me to Return
7. Show Me I Matter
8. Surprise Me in Good Ways

15. Repeat Business Tips
A Baker’s Dozen
The Endangered Customer: Eight Steps to
Guarantee Repeat Business

16. Tip #1
Use Phone Calls to Your Business As an
Opportunity to Invite a Relationship

17. Tip #2
Tailor Scripting for First Time Customers /
Develop Check-list of Useful Information

18. Tip # 3
Find Out How Customers Learned About
your Business

19. Tip #4
Listen for Magic Phrases
This is my first time in your store
I just moved into the area
A friend suggested I might like to see your
merchandise
I looked at your website

20. Tip #5
Uncover the Story Behind the Purchase

21. Tip #6
Tell Your Staff to Never Tell the Customer
“No” Without Speaking to Management

22. Tip #7
Print Business Cards for All Sales and
Customer Service Associates

23. Tip #8
Conclude the Transaction Using the
Customer’s Name

24. Tip #9
Segment your Customers
Clients/Customers
(80/20 Rule)

25. Tip #10
Provide Time for Associates to Communicate
with Customers After The Transaction is
Concluded

26. Tip #11
Give your Associates a Budget for Surprising
Customers

27. Tip #12
Make it Easy for Customers to Speak to a
Person on E-commerce Sites

28. Tip #13
The Strongest Loyalty Bond is Between Two
People

31. Technology is smarter than people
But, machines will never have a
Customers will return when they make a
human connection with another human