Business Coaching in CT tip #1 – Build a loyalty ladder to create raving fans
Loyal Customers = Ideal Customers
Why?
Because if a customer is loyal to one company and their products or services, when given the chance they will recommend you to others. They are almost active advocates giving free publicity and advertising to others about your company.
Word of mouth is an extremely effective way of gaining new customers.
In your business, how many loyal customers do you have?
Have others have actually come in and said, “So and so recommended you, what can you do for me?” If that number is zero, then you really need to pay attention to this step. It isn’t that you are doing something wrong; it is more likely that you are just satisfactory in building a small business relationship with your clients. It is almost detrimental to your business, because word of mouth is free, and good things to say about your company leads to a larger client base.
But at the most ideal level, it goes one step further.
Some customers can become so energized about the level of service received at your company that they turn into almost cheerleaders for your business.
This happens when the company goes above and beyond regular treatment that it causes the client to “rave” about you, about what you do, how you were exceptional, and sparks interest in the other person to see what your company can do for them also. The satisfied client is so thrilled about how good you were, they can’t stop talking about it.
How Many Cheerleaders are Clients of Your Company?
Personalization of each transaction with a client is key.
For example, recently I received a Christmas card from a bank I belong to. The thought was nice, but it was very impersonal. No signatures, just a typed, run of the mill Christmas card. It also had a 30 minute time card attached. It was extremely impersonal and meaningless.
I don’t know many people who use time cards anyway. The half-hearted attempt at doing something for a customer makes this company look worse. Going the extra step of doing something more personalized for a larger client or a new client with potential will go a long way.
Instead of an impersonal Christmas card, or even a mailer with a standard discount coupon, try something that will stand out. For example, tickets to a golf tournament or have a gift basket delivered to them on an occasion that is personal, such as a new birth in their family or a birthday.
This will show that you took time to remember an activity in their lives more than just the obvious holidays, and took steps that show you care.
Choosing Who to Stand Out To
Investment in a client should be directly related to the value of the business this loyal fan brings to you. In the example of the Christmas card with the free time card I received, I don’t bring outstanding business. But slowly working on a customer like me by maybe adding a handwritten signature and something more useful but still at a low cost would have made a huge difference and maybe a recommendation to a few people.
But for clients that are larger and bring you a lot of business, treating them personably can only work out in your favor. For these clients, customer service becomes an incentive and rewards program that is unique to that individual client. When others witness this treatment, they will be inspired to rave about your company as well to enjoy just such these incentives, in turn building your relationship with them and cultivating new customer relationships with others.
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