It’s a funny thing about people. They say they want x, y or z, but are completely unwilling to commit to getting it. You’ve heard the phrase “where there’s a will, there’s a way.” Most people pay that lip service. They “believe” it, but when it comes down to brass tacks, it’s easier for them give up than to figure out the way, and so they do.
Seth Godin’s blog post today is titled “Most People.” Read it. Has this been your experience? Maybe it describes people you know. The part I take out of it and find relevant to what we’re doing here in regards to increasing customer retention and loyalty is that “most people aren’t going to buy what you’re selling” but that’s okay because your best customers are not “most people.”
Look around. Most people either do not care about customer service or don’t know how to deliver it – that much is quite evident in many customer experiences you’ll have this week. But the ones who do are the ones whose businesses are thriving, regardless of what’s happening in the economy.* They are not deterred by the idea that most people aren’t their customers. They are driven to find the ones who are and start conversations with them. Realize that it may take some persistence until those best customers recognize how you are not most people. Don’t be discouraged, like most people would be. YOU are okay with staying on track and weeding through most people to get to your best customers.
You are not doing what you’re doing for most people. Whatever your industry or profession, YOU are offering something very special and it’s only for your best customers. Understand your best customers are different from someone else’s best customers. This is why the idea of competition as a market force is on its way out.
Now once you connect with those best customers, it behooves you to continue treating them as valuable. Taking the actions necessary to make sure they know you appreciation their business is imperative. Consistently saying thank you to your loyal clients is an investment of resources most people won’t make. Good thing we’ve already established that you’re not most people.
*If you deliver fantastic customer service and your business is not thriving, it’s simply because not enough people in your target market know about you. That’s easily fixed through better marketing. Need help coming up with creative ideas for getting the attention of your ideal clients? Let’s set up a short, complimentary call to see if you can benefit from a full-out 2-hour strategy session.