If relationship selling is the blood flow of your business, then repeat sales is the heartbeat. It doesn’t matter if the blood is flowing freely; with a weak heartbeat it will take more and more energy to keep going and eventually it will stop.

Your business is very much the same. Every decision you make, every little thing you do will be a direct result of your bottom line. So why is it so many small business owners ignore this most crucial customer base? Maybe they take them for granted, assuming they will just always be there; maybe they are so hungry for new business, they overlook the customers that they have already retained.

Recurring sales do not happen without work, so ignoring a customer once you have retained them will surely turn out to the be the downfall of your small business. It does not need to be a huge customer base; a small base of clients with repeat sales will do amazing things for your bottom line. It will enable you to forecast sales with more confidence and have a better insight into your future success. Repeat sales requires having a good “customer for life” mentality, good relationship building skills and excellent follow up skills.

So how do you acquire repeat sales and begin the “customer for life” mentality?

1. Excellent customer service. Don’t have a get and forget mentality. Customers stay with a company because they offer them specialized service. Maybe you always squeeze them in, offer them special discounts, don’t make them wait forever in the waiting room; you are respectful of their time. E-mail or snail mail an appointment reminder. These are just a few ways to offer excellent customer service. There are dozens of others. Be creative but be present.

2. Extended value. You hear a lot about value on the internet. Offer value, extend value. People throw the word around but not many have a good idea of what value really represents. Every customer has their own perception of what is valuable to them. If you are good at maintaining a great customer relationship, then you will know what makes each customer tick. Some like discounts; others prefer extended hours. Reschedule appointments as required without fuss. Different strokes for different folks. Be aware of this and offer something of value to each individual clientele.

3. Continuous single sales objectives. Focus on one thing first. You offer haircutting. Your salon has tons of other offerings such as manicures, pedicures, facials, hair products; do NOT focus in on those in the beginning. Be attentive, focusing in on the one product/service they have come into your salon for in the beginning – their hair. The rest will follow as your clientele builds that relationship with you.

4. Calls to action. Focusing in on one thing in the beginning is what you do to start building that relationship with your customer base. If you have approached the process without the “what’s in it for me” mindset, your customer will feel your sincerity. Once this relationship has taken hold, then it is fine to start offering other products/services your company may offer. A call to action can be in person, through telephone, direct mail or e-mail. Just be sure to follow-up and in each follow-up have your call to action.

By following some common sense tips to ensure you retain an existing customer base, repeat sales will be a no-brainer. Remember, the heartbeat of your company is your current customer base. You have worked long and hard to get them as customers. Now is not the time to blow it and assume they will remain customers for life. Keep the blood flowing and the heart beating. The end results will be repeat sales and a growing and flourishing business.