We shop where we are appreciated. Every year, when my watch stops, I go to the neighborhood jewelry store for battery replacement. Surrounded by gold and diamonds, my relatively tiny purchase consistently earns me a smile worthy of a top customer. When the timepiece itself needed replacement, I knew exactly who could help. ‘My’ jeweler values every dollar. The level of service she gives is not biased by the number of dollars I spend.
We shop where stress is low and convenience is high. Over the years, I have bought 4 used cars from the same dealership. Even before I arrive, they have several cars waiting for my inspection. They are expert at qualifying, thus reducing the time it would normally take to walk a vast car lot. Whether I’m in for a purchase or an oil change, the team welcome me back as if I am family. Recently, I visited again to trade up my GTI for the Golf R (my dream car!). I brag on this VW dealership as if I’ve made a new discovery and feel confident making referrals.
When I’m on stage delivering ‘How to Put Loyalty Back In Business,’ I poll the audience for names of businesses they love and why. With big smiles they eagerly share names and the crystal-clear reason why they are fiercely loyal.
Then I flip the question and poll for businesses they have abandoned and why. You should feel the energy in the room change! Smiles turn to frowns. Eyebrows furl. I hear the sad stories of businesses that truly ‘closed’ the sale (forever).
Zig Ziglar declared, “There are no traffic jams when you go the extra mile”. In other words, too few do. I encourage you to be the exception!
Would you buy from you – again? What makes you deserving of ‘come-back’ customers? If you desire fierce loyalty from customers are you giving it fiercely first?
I’d love to know what you’re doing to make the purchase process more relational and less transactional. What’s your special sauce for delivering unbiased loyalty-grade service? If you’re not convinced you’d buy from you again perhaps it’s time to go the extra mile.
Here’s your homework assignment: Tell me two things you do – or will start making a habit of doing – to encourage come-back customers. Please post in my Travel Agent Training page on Facebook so that we are all inspired!
Stuart Cohen, Chief Motivation Officer at StuartLloydCohen.com
If you can think big, Stuart will help you do big! An accomplished 28-year travel industry executive turned serial solopreneur, Stuart is a creator of brands and an energizing motivational speaker. He motivates & maximizes personal performance in leadership, entrepreneurship, salesmanship & wellness.