Small business strategy tips and tricks — how to build trust and longevity.

Regardless of where successful companies are located or the products they sell, all of them have one thing in common: Their customers trust them. Many people will swipe their plastic through a store’s credit card reader once without a thought, but long-term loyalty requires a higher level of service and commitment on the part of the business owner. Follow these suggestions if you want to raise your store’s stature in the eyes of your buyers.

1. Offer quality merchandise that your customers want.

Work hard to determine exactly who your customers are and why they might want to do business with you. What are their pain points? How can your merchandise solve their problems, perhaps even the ones they don’t even know they have?

Ask yourself if you would feel comfortable giving your products to someone you love and want to impress. If you realize that you are cutting corners to save money or your suppliers have backslid on your once-premium wares, it’s time to change up your inventory. If you truly can stand behind what you sell, your customers will recognize your commitment and reward you with sales.

2. Demonstrate transparency.

At every step of a customer’s shopping interaction, you should be working to meet or exceed their expectations. In order for that to happen, they should be made aware of important details about your business and products. This openness should be evident in the following areas.

• Full disclosure of product details, including ingredients, usage instructions, and warranties.
• Your company story. What inspired you to start it, what you are passionate about, and possibly future directions you are interested in going.
• The steps you are taking to ensure the security of your customers’ payment data. Your merchant service account for small businesses should be in compliance with the Payment Card Industry Data Security Standards (PCI DSS), and you can also explain how online certifications such as SSL and protocols like 3-D Secure have been put in place by you to protect the confidentiality and integrity of cardholder details.
• Prompt public response to customer reviews and feedback.

When people see that you are interested in sharing non-proprietary details about the inner workings of your company with them, they will begin to feel like an integral part of the team. It is this stake in the game that turns one-time visitors into frequent customers.

3. Reward loyalty.

If you have a long-time best friend who has been there with you through thick and thin, you know the importance of loyal customers. But recognizing it in your own mind is not enough. You need to demonstrate to these buyers that you appreciate their faithfulness through the years.

You can show them in any number of ways.

• Use your point of sale system’s database function to gather a list of long-time customers. Then launch a rewards program.
• Give people members-only perks like product discounts, free accessories, and early shopping access.
• Conduct contests and polls that engage your tried-and-true guests. Incentivize them with drawings for other insider privileges.
• Say thank you with a special party or event, and encourage people to bring their friends.

It’s all about recognizing their loyalty while simultaneously setting the stage for the buyers of the future.

In this highly competitive commercial ecosystem, customer loyalty cannot be taken for granted. When you work on behalf of your shoppers by providing them with the products, shopping experience, and data security to which they are entitled, they will pay you back with their continued business. It’s an equation in which everyone wins.