The Secret to Building Customer Loyalty

Author:Rob Clarke

This is the first in a series of articles that outline the experiences I have gained in a period of years succesfully selling face to face for a living. I will show how my life experience parallels with online attraction marketing

During my time dealing directly with customers I was building customer loyalty, thus creating customers who stuck with me through all types of conditions. During the last great recession of the 90\'s everybody was talking about how hard it was to keep customers. My experience in these times was that I maintained my 90retention rate of customers, this prompted my company to have me talk to the sales force on how I acheived this level of loyalty.

I would have to say that the no.1 reason I was building customer loyalty to this level was a direct result of how I personally went about the sales process and the confirmation I gained from a principle put forward by Denis Waitley. The principle called 'The Double Win' was contrary to the way most sales people sold ie. that sales had to be a win lose situation. A brief explanation is as follows, the sales person won when they made a sale and their attitude was that the customer had lost. The sales person quite often in their blind rush to win, often sold products and services that either did not meet the customers needs or would be in excess to their requirements.

The principle that Denis Waitley put forward was that the only way to create customer satisfaction and loyalty was to employ the double win. This was acheived by a salesman considering the needs of the customer and tailoring his approach to ensure that the product or service that he was selling met or exceeded the expectations of the customer. The customer would receive the best result possible thus winning and the sales person would as a result win by having a happy customer who would trust them return for future purchases and most likely refer customers to them.

When I was with my customers I would try to employ this strategy by using my knowledge of advertising calendar and associated products and overlaying it on their business to create a proposal that would benefit them, not just give them some calendars to give to their customers at the end of the year. The proposals where not always the ones they needed, but the client usually could sense that I was not just interested in a quick sale but had taken time to think about their business and come up with a specialised campaign for them.

This approach led to the customer gaining a benefit from their purchase ie. keeping valuable customers and promoting new customers by exposure and referral. During tough times the customers recognised their advertising calendar campaign as a valuable cost effective program for keeping their profile up in their marketplace, not just another disposable expense..

The parallel today is the abundance of people who market on the internet for one reason to promise an easy way to riches with no effort being necessary to acheive this so that they can have the win and walk away with the money, leaving disgruntled disillusioned people in their wake.

So the lesson would be to take a careful look at any program you may be considering and sizing up its benefits for you and your future customers. We all know that anything worth while takes effort and time to achieve, if we want the rewards the investment of time and sweat must precede it. Find out all you can about the people behind the programs that interest you, understand their motives and goals. If these align with yours and you feel right about it go for it and promote it with the full confidence that you are promoting a benefit to your customers and you will receive the benefit of a large, strong and fulfilling business.

Until next time may you all succesfully DIY

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About the Author

Rob Clarke is Diy Assist marketing. We will help you to market yourself online and become successful. We also offer you the chance to create the complete mind, body state that helps you to be all you can be. building online customer loyalty

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