Time to stop worrying about “satisfied customers:” customers that will pay for what you give them and be content with the transaction. If you are in a market where there is good demand and little competition, that’s all you need. However, add a couple competitors and your service becomes a commodity as customers feel they can get a “better deal.”
To avoid the race to the bottom, you have to create what Ken Blanchard calls “Raving Fans.”
If you want someone to keep coming back and to tell about how amazing you are, give them something that blows their mind. Even better, people will pay a premium for the experience over the commodity.
What additional “wow” are you giving your customer? If you’re a barber, give every client a beer. If you clean houses – leave a $2 flower in a vase with your logo. Realtors can have the clients’ favorite coffee or treat in the car before looking at their list of houses. The most simple way to keep a customer coming back is to treat them as an individual.
While you’re creating your amazing experience, also look at the things customers hate about your service or industry. I hate going to the cheap, quick, drive-up oil change businesses – sitting in a dirty waiting room with uninteresting and out-of-date magazines. Why not be able to listen to my radio and read my favorite newspaper, magazine or open my tablet and get some work done? That is exactly what one particular oil service does with their oil change service. Even though the service is more expensive than the other places – every dock is full when I pull up! I know I will get someone in their flat cap (once it was a woman) and an offer of my favorite newspaper or magazine to read. I don’t even have to leave the car. By the way, the newspaper is for sale if I want to take it with me – they will just add it to the bill.
Many of my clients fist come to me asking for marketing. They don’t realize that they don’t need more promotion. The reason they don’t have enough customers is because their business is a revolving door. Their customers leave as quickly as they come in. With a little effort, they could simply close the back door and keep the customers they worked so hard for in the first place!
You can get more ways to develop word of mouth by downloading the free ebook “3 Easy Ways to Get More Referrals” on the left-hand side of this page.
David Bryant Mitchell is a business coach and consultant that works with business owners and managers to create momentum in their business with strategies and tactics that they can implement today. These strategies are based on the five building blocks of business: Marketing, Leadership, Operations, Finance and Systems.