| Creating Customer Loyalty |
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Recently I’ve been reading Chris Matthew’s book, HARDBALL. As a politically-savvy pundit, the book focuses on various American politicians, primarily past presidents, who reputedly are quintessential communicators. Interesting reading for those of us in business, because of course all politics is really business (or is it the other way ‘round?) Oh, well, you decide. Matthew’s addresses an entire chapter to the subject of loyalty. Prior to every election, politicians are most concerned about their constituents’ loyalty. In between elections, this topic is takes on far less significance. For example, he relates the story of a Kentucky politician who calls a constituent he hadn’t spoken with in awhile to ask him for a contribution and his vote. The constituent informs the politician that he is planning on voting for his rival. Indignant, the politician rants, “What do you mean you’re going to vote for another candidate? What about all that I’ve done for you over the years? I helped you get a road built to your farm, visited you in a French hospital when you were wounded in WWI, assisted you with your veteran’s benefits, and even arranged for you to receive a loan after your house was destroyed in a fire.” The constituent replied, “Yeah, that’s all true. But what have you done for me LATELY?” Sound familiar? Isn’t that just like business? You secure a nice sized contract, and you pay less attention to that particular client than when you were courting them for the agreement. Now you hear that they are considering buying from your sworn enemy. What happened? “That traitor”, you complain. Well, time to get with the program and start paying attention more often than the Texas politician who was expecting an upcoming vote. You’re going to have to adopt a plan of maintaining a relationship with your best customers, even when they don’t need anything. Or, at a time when you don’t have a product/service to sell. What can you do? Create a PLAN. (You know I’m the “Queen of Acronyms”, so here’s your latest: L-O-Y-A-L-T-Y. L = Learn what your customer’s priority is at the moment. If you have a customer who wants to generate more sales, help him/her get more customers. Send leads, articles of interest, a sales-boosting book (such as my new one, “Selling to Anyone Over the Phone”—hey, I couldn’t resist the plug,) or a website that will help them find new customers. (c) Renee Walkup, SalesPEAK, 678 587-9911 www.salespeak.com |
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