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Carolyn Smagalski
Business Basics
Founder - Editor - Host
How do you build customer loyalty? Think about the most
important aspects of your business…marketing, business
systems, company structure, finance, website presentation.
Which segment is the key to real success? Which part deserves
major attention in order to grow the business in the most
effective way?
A few short years ago, I befriended a businessman who, with
the flavor of warm humor, felt that all his customers were
“losers”, and he was the “King Loser Magnet.” And he
WAS. He was a millionaire, created by a combination of
customer loyalty and his own vivid imagination.
He sold pre-owned vehicles – cars, trucks, SUV’s, and an
occasional camper. I carefully observed him in countless
business situations. Some of the most memorable situations I
have witnessed:
·
One bright Saturday morning, he was sharply focused as he
conducted business with a particular customer. The customer
was dressed in a brown velvet suit that had cobwebs draped
across the lapels. Really! ...but my friend's attention to
this customer reflected an air of respect.
·
He had a customer who had ants crawling across his hand while
he transacted business with him under a canopy of trees. When
the businessman drew attention to the ants, the customer told
him not to worry about it—the ants didn’t bother him! Business
proceeded as usual.
·
He had a customer who just moved in with his girlfriend, and
she lived in her car.
This businessman cared about his customers. He knew that all
people had the potential to become great customers.
The loser today may be the winner tomorrow. The “angry
screamer” may become the most loyal fan. The young kid with
minimal resources may transform into a successful attorney
with a lucrative business venture.
This businessman was in it for the long haul. It did not
matter whether he made the sale “today”, as long as he gained
the loyalty and trust of his “potential” customers.
Surprisingly, they returned again and again to do business
with their “friend.”
His feet were cemented in imaginative thought. No rock was
ever left unturned. Profits came from both ends of the
spectrum. Although some people did not become buyers, they
often could assist him in business services, and thus became
his employees.
Before he died, he had 13 absolute secrets of building
customer loyalty, which he shared with me. His only
compensation was my promise that I would freely share these
“secrets of success” with others. I pass this list on to you,
with absolute faith that you will experience great success as
you put this list into action.
1. The customer will make you a king if you treat the customer
like royalty.
2. Recognize the value of a positive mental attitude. That
attitude is as precious as gold. Take care to build your
reserves!
3. Every customer deserves your undivided attention.
4. Think with your senses and transform these mental
sensations into visual and emotional mini-dramas for your
customers.
5. Listen carefully to your customer. Hear what she says, and
carefully observe what she doesn’t say. This is the key to
overcoming obstacles.
6. Expand your perspective. Look at your business from the
customer’s point of view. Never project your own assumptions
onto your customer.
7. Understand that the customer may not mentally process your
business lingo. You will build loyalty if you are willing to
translate technical language into user-friendly words without
any hint of a patronizing attitude.
8. Use imagination! Present creative, attractive opposites:
"Steeped in Tradition” vs. ”State-of-the-Art”; Exotic vs.
Popular; Gourmet vs. Home-Cooked; Precocious vs. Innocent;
Luxury vs. Economical.
9. Observe your customer’s self-image. Build your
presentation on this important factor.
10. Create a fine balance between reason and emotion.
Customers most often buy with their emotions. Emotional
presentations, backed by rational reasoning, make a powerful
presentation that is irresistible.
11. Rules were made to be broken. Think outside the circle.
Think without logic. Switch the answer with the question.
12. Keep your mind open and alert for the opportunities that
will lead to your ultimate success. Look at alternate
solutions.
13. Consider every failure to be an opportunity for growth in
a challenging environment.
Cultivate your customer relationships, and their loyalty will
become the roots of your future success. It will be the
fertile ground upon which your business will grow at
exponential rates.
Content copyright © 2003-2008 by Carolyn Smagalski. All rights
reserved. This content was written by Carolyn Smagalski.
If you wish to use this content in any manner, you need
written permission.
Contact Carolyn Smagalski
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