Are You Guilty?
Do you spend your time and energy selling a product or service only to buy back what you sold through failure to observe a simple principle? Have you turned a fan into a detractor instead of a happy customer?
I am amazed at the number of products/services that I have purchased where I became a raging fan (read fanatic) to the degree of always spreading positive and uplifting word of mouth through conversations. So much so, that you would have thought that I was part of their sales department or serving as a paid PR consultant.
I think we all do this to a certain degree. We have a satisfying purchase experience and then show our loyalty through testimonials, recommendations, referrals, and generally good mentions whenever we can. Years ago, during one of my motorcycling phases, I amazed myself how much money my wife and I spent on Harley Davidson branded clothing.
Do you create fans or detractors?
The value of a satisfied and vocal fan is priceless. Most sustainable businesses are built upon customer loyalty and most struggling businesses suffer because of negative word of mouth generated by simple inconsiderate and small acts towards their existing customer base. Every engagement provides an opportunity for a good or bad experience.
It is so much easier to recognize and appreciate the customer that has already purchased your product and “bought in” to your brand. It is so much harder and more expensive to market your business trying to gain a new customer. Invest in your fans and existing customers for a continuing and higher return on your investment.
I can instantly recall my last 5 negative experiences with brands that I will spend less time promoting, recommending, and referring to others over the next few months. I’ll bet you can too.
How many dis-satisfied fans are selling against you?
The successful selling principle that is so often overlooked is the simple observation of watching and listening to your existing customers and failure to consider that maybe they might have more answers to how you can increase your sales, rather than relying on opinions of others.
Who better to listen to than your existing loyal fans? Ignore them at your own peril.
Revere them and grow your business or slight them and create a negative sales force that will spend more effort trying to un-sell your brand than you do trying to build new brand loyalty.
Howard writes, speaks, and consults about sensible selling using the new media reality.
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