I’m back after a 10-day visit to see my family. Other than gaining a couple pounds, (NY pizza is irresistible), it was awesome.
Wine every night though? Questionable.
Speaking of which, July 1st was a big day for wine in Tennessee. For the first time, wine can be sold in supermarkets.
I’m loving this new convenience but feel terrible for the local wine stores. With lost clientele, I’m worried that some will go out of business.
My husband asked me what I would have done as a wine shop owner. And I really only had one question: What did they do to hold on to their customers?
I mostly shop at two neighborhood wine stores. Although they’ve had over a year to prepare for this new law, I have never been asked to engage with them in any way outside of the store experience.
That’s a massive lost opportunity.
Here’s what could have happened instead:
#1: They could have provided an incentive for me to sign up for their email list. It could be as simple as “sign up for updates on discounts and wine sales/specials.”
Through email they could strengthen our existing relationship, wow me with their knowledge, selection, quality and prices.
They could have invited me to special events at their store (think private wine tasting).
They could have had a personal dialogue with me, told me their story and what makes them special.
Endless opportunities were missed by not staying in touch with me.
Lesson: EMAILS ARE GOLD.
#2: They could have started a customer loyalty program. It could have been as simple as a punch card. Buy 10 bottles, get one free. Or spend over $50, get 10% off your next purchase.
There were so many opportunities to keep me coming back, and avoid the temptation to grab a bottle of pinot on my grocery run.
#3: They could have provided a unique in-store experience. I remember going to a wine store in NY a few years ago that paired their wines based on your menu. There was a section for steak wines, pasta wines, fish wines, etc. I loved the shopping experience – and would return for that convenience again.
Another missed opportunity.
The bottom line is that change is inevitable.
Dynamics change, environments change, laws change, trends change, technologies change.
Sometimes you can anticipate these changes and sometimes they’re unexpected.
But when you’re focused on holding onto your existing clients by providing them super valuable reasons to keep coming back for more, you’ll survive the changes.
Which of course brings me to this week’s challenge:
What can you do (or do better) to hold onto your existing clients?
- How will you build a stronger connection?
- How will show them more love and appreciation?
- How will you avoid a massive missed opportunity?
Puh-lease join me in the conversation below and let me know. Your thoughts help fuel ideas for yourself and others.
Until next time sweet friend.
-Mridu
P.S. If you want to brainstorm ideas for retaining (or getting) clients or putting structure and process around how to do this, let’s get our collective wheels turning. I offer a free 20-minute strategy + clarity call. No strings attached. No commitments. No kidding. Sometimes one simple idea or piece of advice can totally change the course of your business + career. Sign up here.
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