The Myth of Relying on Repeat Customers

Outfitters are sure to see positive results when they help a client be successful. Shooting a trophy-class buck, bull or bear, or taking limits of ducks and geese, will leave any hunter wanting and craving more. Although most hunters have a long list of hunts they’d like to participate in, when they have an outstanding experience, a repeat of the adventure tends to jump to the top of their wish list again, creating what the industry refers to as “repeat customers.” There is little doubt the best way to run a successful outfitting business is to have a high percentage of repeat customers. It reduces your marketing time. Advertising can be expensive and often doesn’t show the results for the high dollars it costs to reach potential clients. Working trade shows, sportsmen shows and special events to show off your wares and talk to potential clients firsthand can be productive, but it also comes with a hefty cost for travel, accommodations and time. If you are an outfitter that enjoys trade shows, learn how to maximize the benefits of trade show season. Trade shows can bring in clients but there's nothing better than having a group of hunters tell you on the last day of their hunt that they want to re-book. The big question is, does this happen often?

I spoke with a well-known, successful outfitter and guide who hunts several Western states, and he claims to have roughly a 60 percent return rate from year to year. That still leaves him with 40 percent of his licenses to sell, which he feels represents his yearly profit. Running a hunting business is very expensive. Whether it’s paying for Forest Service permits or high-dollar private land leases, you need to make sure the camp is near full from year to year.

Knowing what your schedule will look like for 2-3 years ahead is an important consideration when running a business. He says, “I do not care if it’s elk, bears, antelope, turkeys or deer. Eventually, hunters run out of steam and will stop hunting for that certain species.” He equates his success to his motto—you must have an equal amount of new clients as well as repeats to keep the ship afloat. The way the tag-drawing system works in the western United States ensures that you will not have the same hunters back year in and year out. It’s similar to eating the same meal every day. Variety is the spice of life, so mix it up and find new hunters and personalities, and you will not get burned out near as fast.

EXPECTATIONS STAY THE SAME

One of the problems with repeat customers is their expectations from previous experiences. It often leaves them with an attitude that they won’t settle for less. Unfortunately, success for any outfitter can fluctuate with changing conditions. Forest fires, drought, too much rain or hot conditions can turn an area that is normally productive and predictable into a huge unknown. Waterfowl outfitters see this regularly with changing conditions. Migrations can change from year to year and, just because a hunting spot is a mecca one year, doesn’t guarantee it will have reasonable numbers of birds the following year. An early storm in the mountains can send deer and elk on a mass migration, leaving outfitters scratching their heads on how to salvage a hunt.

Seasoned hunters should be understanding when they run into hunting where they see fluctuations in game numbers or circumstances beyond an outfitter’s control, but it rarely happens. Repeat customers are your best marketing machine when times are good, but can quickly turn on you and dry up what once was a steady supply of hunters in coming years.

THEY CAN’T FIND SOMETHING BETTER

Who doesn’t want to shoot the biggest buck, bull or drake of their life? A client that harvests a once-in-a-lifetime animal often comes back expecting to better his or her trophy. Of course, these types of expectations are unrealistic, but unless you have good communication with the hunter when they’re rebooking, you could be headed for disappointment. Like with most things in life, good communication is critical. Most people are happy when they get what they want; however, they quickly become discontent when things don’t go as they planned. Having a game plan where everyone is on the same page makes for the best repeat clients.

FALSE SENSE OF SECURITY THAT ‘THEY LIKE ME’

Are repeat clients the bread and butter of your operation, or are they a false sense of security? An Alberta waterfowl outfitter talked to me about the issue and said he’d made mistakes over the years, and one that almost put him out of business was relying on repeat customers. He quit all external marketing, didn’t even have a social media account, and business was great until the big crunch hit. The economy took a nosedive and the blue-collar workers who loved hunting with him no longer had the means to make it on a regular basis. Now what? It took several years of promotion to get back on his feet and stay in business, but in the meantime he had to get a second job to allow him to continue living his dream as an outfitter. Many clients become like family, and even though strong friendships are often created, a change in a client’s financial situation means a change of priorities that often doesn’t include travel for the luxury of hunting. It doesn’t matter how much they like you—they might not always be there as a client.

EXPECTATIONS OF PREFERRED TREATMENT

There are dangers with having repeat customers back in camp with new clients in the mix. If half the hunters in camp are bragging up record-book antlers and horns from previous trips, it sets expectations for everyone that might not be reasonable. We all know there isn’t a trophy for everyone, and someone singing your praises about repeated results can create expectations you’ll never deliver. The worst-case scenario is when a repeat client, who has taken some outstanding trophies with you, scores on another trophy while everyone else struggles. I’ve been in enough camps to know the chatter behind the outfitter’s back is one of discontent where accusations of preferential treatment become rampant rumors. A deer outfitter once explained how he tries to book all repeat clients in the same time slots, meaning new clients are only hunting with other new clients. Repeat clients aren’t always good for business and can create disgruntled hunters.

AGE CATCHES UP

There’s a point in time when repeat clients get to an age where they slow down, or simply look for new adventure. You won’t feel the sting of one or two hunters or groups falling off your radar over time, but when you lose a large number all at once, it can leave you struggling. I met one outfitter who had a brilliant strategy where he had some of the best and oldest clients bring a young hunter at a reduced rate. It’s often a grandson, family friend or someone who needs a good mentor, but it plants the seed for a new crop of clients. The outfitter looked at it as an investment in his business and had some groups grow big enough they had to split them up over different time slots. When one of the crew is no longer able to attend, there are usually replacements sitting in the wings.

ALWAYS HAVE A MARKETING PLAN

Having repeat clients is a good thing: They can be the most successful clients in your business plan, but they should only be one component of that strategy. A solid business plan would have you booked several years in advance, and your marketing and promotion efforts should have more potential clients lined up at your door.

One of the most successful outfitters I talked to about repeat clients has a higher than average return rate. However, he has never slowed down his marketing machine and, the more successful he is, the more he finds ways to promote himself. His “total plan” has seen his operations spread to new areas, and he continues to grow. There is a huge value in social media, and it can often be overlooked or underestimated for value. More people are counting on the internet to help them make decisions on big expenditures such as outfitted hunts. Some of the benefits of a good social media component to your business plan include unlimited reach and relatively low expenditures. For instance, taking the time to post on Guidefitter can reach thousands of potential clients a day. With positive reports and good-quality photographs, your business can build a profile others will soon try to mimic. And postings can be tied to other platforms such as Facebook, Instagram or Twitter, where your reach continues to grow exponentially. This article will teach you more on using current clients to book new clients on Guidefitter's social platform.

FOOD FOR THOUGHT

A successful outfitter summed up repeat clients for his business as follows: “My repeat clients have made my business. They will bring new people with them and usually the new guy will say that he wants to bring his own buddies the next year ... and so it grows. If an outfitter is always looking for new hunters, he’s not doing everything possible to keep clients returning. I always find it easier to impress a client when at my camp than to go look for new clients next year. That’s what prospective hunters need to look for. Someone willing to do what it takes to go the extra mile in customer service.”