December 2003 Applause

Denise Kucharski, Independent Executive Senior Sales Director of Wichita Falls, TX, has three important tips for building customer relationships.

Number 1: Consistency of contact. Mary Kay taught us that we should have our name in front of our customers every four weeks. I believe the Preferred Customer program can help you achieve that. In addition to mailers, I personally contact my customers every six weeks, Denise says.

Number 2: Be aware that you are competing with department stores, she advises. Make your products cute and appealing, like department stores do. And provide regular service so customers wont be tempted to pick something up while theyre out.

Number 3: Chitchat is important. I always find time to ask my customers about their jobs and their families. I want them to know that Im interested in their lives, not just their money. Denise often makes notes about her customers personal lives on their customer profiles. If its something major like a death in the family or a promotion, Denise sends a card. Before Seminar, I went through my customer file and discovered that out of 200 customers, 77 have been with me for over 10 years! And 32 customers have been with me for over 20 years! I think that says a lot about customer loyalty.