Once you've gone to all the trouble to seal the deal, here are five things you can do to help get repeat business from your customers.




Here's the story of two companies. I bought a ton of products from both this year. Company 1’s offerings were stellar, but it had a laissez-faire attitude toward the significant hurdles I faced during the procurement process. Company 2’s product line was less impressive, but the folks there jumped through hoops to ensure that I was happy and satisfied with my purchases.



Which company am I more likely to buy from again?



In the small-business world, everything is personal. You can have the most incredible product or service customers have ever seen, but if they don’t like you, it won’t matter. Quality is important, of course, but trust trumps it every time. The way Company 2 treated me makes me want to give its offerings another shot and recommend it to others.



I’m not the first person to say that it’s much easier to sell to an existing customer than to get a new customer. However, even though this idea is almost a cliché, small-business owners continually expend more effort marketing to strangers than taking care of the people who are right under their noses. Once you’ve gone to all the trouble to seal the initial deal, here's what you should do to get repeat business from your customers.



Insert Yourself



Small businesses are often appealing because customers like to support the local guy (or gal) who is just like them. As your business grows, you might lose the intimate bond you have with your customers, and that’s dangerous. If you want to make a terrific impression, you should connect one-on-one with customers whenever possible—especially if there has been a snafu and the customer is angry. If customers understand you're there for them personally, they will be more likely to give your company the benefit of the doubt.



Give Them Something Special



Reward programs are a no brainer—it costs almost nothing to design a simple repeat visitor card. And if customers have the choice of getting their morning latte from Starbucks or the neighborhood joint, and the neighborhood joint is giving them a free scone on their next visit, they’re going there. Also, give existing customers a sneak peek at new products or services, and give them freebies or deep discounts in exchange for feedback.



Solicit Their Feedback



Speaking of which, once your first sale is complete, your job is just beginning. Now you should contact the customers and see if they were satisfied with their purchase and what you can do to improve their experience next time. Email surveys often get ignored, but a personal note will get their attention. Extra points if you take the feedback, incorporate it into a revamped offering and ask customers if they’d like to try it free of charge. A customer who feels special and valued will want to support you in the future.



Make Them Ambassadors



Ambassador programs are often misunderstood. The goal is not to recruit a handful of people and tell them what to say about your company. Instead, encourage every customer to talk up your company by actively communicating your mission and giving away branded merchandise (clothing, hats, lunchboxes, etc.) that people can use to spread the word around town. Engage with people publicly via social media, hold all-inclusive customer appreciation events and organize volunteer stints in the community. It’s only natural that people who feel like insiders will want to extend the relationship.