Phil Hansen is operations and Marketing manager for BADA, the British Audio-Visual Dealers Association and CineNow caught up with Phil to discuss current issues that were on his mind.
It’s an old business cliche, but it really does cost far more to gain a new customer than retain an existing one. Existing customers are possibly one of the most important assets any business has and sometimes one of the most overlooked.
You’ve probably built up a database of customers who have shopped with you over the years, but are you revisiting this list on a regular basis to add to your sales?
Up-selling is one of our industry’s real strengths, we all strive to prove the worth of the next product up in the range, so why not use this skill in conjunction with your customer database to bring back existing and maybe rarely seen customers and show them what their next purchase should be. This group of consumers is the best known – their location, demographic, purchase history, likes/dislikes are all easily recalled from a CRM (customer relationship management) system (which can be as simple as a spreadsheet or as comprehensive as a dedicated computer programme). Theoretically they are the most predisposed group of customers you have, if they were happy with the service they received last time they shopped with you, then getting them back through the door shouldn’t be too arduous a task. Just remember to make things fresh, offer different and better products and don’t over communicate with them – they won’t want to upgrade every three months!
In times of economic strife (whether the media are hyping it up and making it worse is open to debate, but not here – I have my views on that and I’m sure you do also) it’s important to start looking beyond our traditional market to seek out new opportunities for revenue generation. Why not try looking close to home as a starting point?
The BADA Code
In today’s ‘rip-off’ culture buying from anyone who you don’t know can be dangerous – buying from a BADA member means that as a consumer you have an unprecedented level of support.
Any BADA retail member must meet and exceed industry recognised levels of service and expertise – members and their facilities are regularly checked to ensure that they can provide expert, impartial advice and support on all aspects of Hi-Fi & Home Cinema.
To Find Out More About BADA Click On The Video Below
All members provide
TOTAL CUSTOMER CARE:
Expert, impartial advice on all aspects of audio & video, given by trained staff
Products specially selected for quality, performance and value
Personal demonstrations – Listen before you buy!
A home delivery and installation option – for optimum performance
TOTAL PEACE OF MIND:
A 10-day exchange for hi-fi and home cinema separates
(Goods to be returned as supplied and excluding special orders)
BADA’s free extended 2-year guarantee on all hi-fi separates (excludes vision products)
If you move, your Guarantee is transferable to any BADA members nationwide