How to Make Your Customers Fall in Love with You

by Carolyn Edlund

Build that perfect relationship with your customer and bring them back again and again.

Artwork courtesy Lisa Kretchman

Remember falling in love? Were you swept away, obsessed, deliriously happy? You can make your customers feel that way about you. First things first, though – you have to meet and create that spark. A well-planned strategy to connect with and court your prospective clients can make them fall truly, madly, deeply in love with you and your work. Are you ready for love? Let us count the ways . .

1. Put on your best appearance. Your website is one way to do this. Is it attractive, appealing, enticing? Does it draw in the viewer and make them want to find out more about you? What images are you using to portray your work? Are they beautifully and professionally photographed? Would they represent you well if you were entering the most important art exhibition on the planet? Because you are – you will see more art online than anywhere else. Stand out by making every effort to be noticed for your striking appearance at every opportunity.
2. Be inviting. Ask your prospective customers to go steady by subscribing to your email list, blog feed or becoming a friend on Facebook, Twitter or other social networking site. Throw a party by inviting them to “special event” on Facebook so you can get to know each other better.
3. Listen to them. Isn’t that what we all want? Recognition, validation, and respect. Genuinely ask their opinion, and promptly respond when they contact you. Answer their comments on your blog. Invite communication, and engage in conversation with a focus on them, not yourself.
4. Be fresh, intriguing and exciting. Part of the attraction is offering something desirable on a regular basis. Concentrate your efforts on keeping your work fresh to keep your audience wanting to see what you have to offer next. Remember to smile – be upbeat and positive. Life sucks sometimes because bad things happen, and it’s not always easy. But your customers don’t really want to hear all about that, so be authentic but don’t dwell on the negative.
5. Work on a deeper relationship. Stay in touch by email newsletters and updates, a personal handwritten note or even a phone call if appropriate. Wouldn’t you want to be really irresistible to someone falling in love with you? Strive to be incredibly interesting and helpful, and even a little sexy (in a businesslike kind of way).  Get the conversation going – address them personally and acknowledge them. Let them know how happy you are that they’ve joined you. They will become your avid fan when you open your arms and embrace them this way.
6. Don’t appear too needy. We’ve all seen this type of behavior, and it’s a turn-off. “Please love me, please buy from me” won’t gain you any customers. It will make people run from you. So be confident, poised and work hard to make a great first impression, and let others know you are “available” in a professional but approachable way. Even if you are new and lack confidence, take a deep breath and relax. If you have marketed yourself well and started building your network, they will come to you. Relationships take time!
7. Give them love and attention, but let them chase you a little. All great lovers know that to be truly irresistible, you have to leave them wanting more. Show you care, but be a tiny bit mysterious. Include “teaser paragraphs” in your communications, with a link back to your website that they just can’t wait to click. Be accessible, but don’t give it away all at once. Your fans will want to know more about you. This is why the public loves meeting a designer or artist in person. Who is that incredibly talented, wonderful artist, craftsperson or designer that everyone is talking about? Why, that’s you!
8. Be patient, and understanding. This is what customer service is all about. When things go wrong, or your customer is unhappy, go the extra mile to make it right. Listen and offer to work things out. Even if you “break up”, part on the best terms possible. You can keep your good reputation when you treat all of your customers like they are your best customer.
9. Do nice things “just because”. A small extra gift tucked into an order, a personal thank you note written on a packing slip or a special offer just to say “I appreciate you as a customer” goes a long way to endearing you to your audience. Do the unexpected without expecting anything in return. Unconditional love is the best. Plus it brings you good karma!
10. Grow your relationship. As your love match matures, customers will want to buy from you again and again. Cultivate your collectors, and encourage this. Repeat business is wonderful, and it’s much easier to obtain than always looking for the next hook-up.  When your fans adore you, they will want to tell others about you too. Ask for referrals and testimonials from people who are satisfied customers and who believe in you and what you do. They will often be pleased to do this, because they care. Then you get to meet new potential clients, and share the love!

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