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公開日:2017.04.03

リピーター獲得が経営を楽にする

僕が昔経営していた会社は売上の7〜8割が新規顧客、既存顧客は2〜3割程度という売上げ構成でした。スタッフも40名近くいて、拠点も大阪・東京の2箇所。固定費も8桁単位でしたので、固定費を賄うために新規獲得に追われる営業活動を行っていました。

そうなるとスタッフの思考は新規顧客獲得の思考、経営者も既存顧客よりも新規顧客重視になり、より新規顧客獲得に追われるサイクルになってしまいました。その経営の結果は・・・、何度も言っているとおりです。。

ビジネスではリピーターの獲得が経営を楽にする

よく言われるように新規顧客獲得のコストは、リピーター獲得のコストの3〜5倍ほどかかります。と言うことはコストをかけるなら、既存顧客向けにコストを掛けたほうが売上げは立ちやすいということ。

自社を思い出してもらえるようにLINEやメルマガやニュースレター、手紙、FAXなどの送付は勿論のこと、販促品や営業マンが直接訪問なども効果的かもしれません。新規顧客獲得よりはすぐに大きな売上げは立たないかも知れませんが、新規顧客よりも経営を安定させてくれるのは既存顧客。何かあったときや、誰かを紹介したい時には思い出してくれて、問合せに繋がったりしやすくなります。

現在の弊社の売上げも9割近くはリピートでの売上げです。リピート率向上のためには弊社なりの努力をしていますが、その分新規顧客獲得にはそんなに力を入れられていません。まぁこの極端な売上げ構成も本当はあまり良くはないので、既存顧客6〜7割、新規顧客3〜4割が理想かなとも感じていてこれからの課題ではありますが、どちらにせよ既存顧客が重要なのは変わりません。

売上の割には比率的に広告宣伝費もほとんど使っていませんし、テレアポやDMなどもやっていません。その労力やコストが掛からない分、既存顧客へ投資しています。

経営を安定するために意識すること

僕たちは厳しい競争社会で戦っています。あなたのビジネスにも同業がいて、同業で無くても同じ顧客層を狙っているライバルがいるはずです。現状維持をしようにも、時代は変わり、ライバル達はどんどん良いサービスを出してくるはず。そんな不安定な市場環境の中で、経営を安定させるためにはリピーターの獲得は必要不可欠です。なので、経営を安定させるために意識してほしい事ととして、

①ライバル以上に顧客から好かれること
②ライバル以上に顧客から忘れられないようにすること

この2点を意識して欲しいと思います。

①を行おうと思えば、顧客の期待値を超えるサービスや商品は勿論のこと、特にコミュニケーションにおいても良い会社だ!良い人だ!と思ってもらえる努力をしなくてはいけません。LINEやメルマガやニュースレター、手紙などもコミュニケーションの1つです。

②においても、ニュースレターやメルマガなどは勿論のこと、電話や訪問などで思い出してもらえる努力や仕組みが必要になってきます。

①や②でもコストや労力は掛かりますが、新規顧客獲得のコストや労力に比べると断然楽なはず。だって一度は自社の商品を購入しているので、新規のお客さんよりは信用があるはずですから。社長の考えや判断次第で、経営はしんどくもらくにもなります。

不動産などの高額商品の場合は中々リピートはしないので新規顧客狙いなのも理解出来ますが、多くのビジネスの場合はリピーター命です。

あなたの既存のお客さんは日常的に何を望んでいるでしょうか?

この問いから全ては始まります。

avatar
執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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