The Tribune

By D’Arcy Rahming

One of my aunts was telling me that she would go to the hairdresser every week for years, and spend up to $100 each time. Then she retired and went less frequently, and finally stopped going altogether.

She told me that she did not stop going because of funds, as she considered going to the hairdresser a necessity. She eventually switched hairdressers because of convenience; the new one was closer to her home. I asked her if the other hairdresser called her to see if she would return. She replied that she would, but she had not heard from her in years.

An oft-quoted figure in marketing is that it is six times’ as hard to get a new customer as it is to re-engage an old one. Something that may be less known is that the ‘number one’ reason customers leave is because you stop communicating with them.

The first point is to keep your customer list up-to-date. You have an excellent opportunity with this, as these customers are still with you. Asking for phone numbers, liking them as friends on Facebook etc, are all ways of keeping up with their contact information.

It costs nothing to send out an e-mail and make a phone call except your time. As regular readers of my column are aware, much of what I write about I put into practice at my own businesses. Since I run a Judo and Kickboxing studio, it is somewhat seasonable with the school year. This means I have to get back in touch with all my customers, or stay in touch with them, throughout the summer so that they are excited to come back. I have everyone’s e-mail and phone number, and all are contacted through both mediums.

One truth I have seen with my school in dealing with adults, is that if an adult misses more than two weeks of classes you are unlikely to see him or her ever again. People move on. However, the good news for businesses is that it is easier than ever to stay in touch with your customers. All you have to do is keep them informed or engaged. While you may not want everyone involved with your personal life, you should set up a business page on Facebook and give your customers an incentive to like it.

I used the hairdresser example earlier because that is actually how my barber keeps in touch with me. She just pops me a message every now and then if she has not heard from me, because she knows that every few weeks I need her service. I am grateful to be contacted by her, and have not changed barbers for over a decade. Anyone who knows me knows I do not spend $100 a week at the barber but, over time, she has made a pretty penny off of me and I would be the first to recommend her.

• NB: D’Arcy Rahming holds an MBA from the prestigious Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, Mr Rahming has clients in general insurance, retail, the health and medical fields, sports federations and financial services. He is also treasurer of the Bahamas Olympic Committee. To contact him he can be reached at DArcyRahmingsr@gmail.com.