Know More to Earn More

I am always glad to find other people that share my passion for great customer loyalty. Since I know that it is one of the key factors of success for any company, the topic makes for good conversation when I attend or present at workshops and seminars. Over the last month I have been to a couple of workshops that focused on growing your business and using a clear focus on thinking from the customer’s point of view.

One of the workshops was Ben Mack’s “Think Two Sales Ahead.” Ben is a great researcher on the topic of growing your business by mastering the art and science of thinking two or more products and engagements into the future when you first approach a prospective new customer and even your existing clients. His background in brand management and defining the exact brand essence a company uses as their focal point for all communications is the equivalent of getting laser eye surgery to improve your near (short) sighted objectives. I encourage you to pre-order a copy of his forth coming book from Wiley titled, “Think Two Products Ahead.”

At this workshop I met Dave Navarro (not the rock star, the consultant see Dave Navarro ) who specializes in working with entrepreneurs in uncovering their strengths and managing their time efficiently. Dave shares a similar philosophy of understanding that people are tuned to WII-FM, what’s-in-it-for-me and he writes a blog on this approach ( Navarro WII-FM ) that I know you will enjoy. Dave asks his clients to spend 5 to 15 minutes per day writing down their exact strengths. This exercise is extremely valuable in getting to know yourself and to operate from what you do naturally well.

I encourage everyone to capture this list of strengths and to know your natural roles as a method of finding passion and purpose in what you do. For a company this is important to know that the people you have engaging with your prospects, customers and clients, should know your core brand essence and be able to deliver your message while listening from the prospect and client’s point of view. This level of matching and dialogue is not taught in many communication classes or in sales training, with few exceptions.

As I have said before, “every person wants to feel like you only care about them and their success.” Knowing that your people, communications and messaging understand this point will build the foundation for great customer interactions and when followed through with finely executed customer processes, will lead to long term customer loyalty. Clients that experience success with your products and services will come back for more if you continue the conversation and appreciate their current and past business dealings with you.

Great customer loyalty is all about continuing the relationship with communication and rewards. A reward is something that your client values. What do they value? Ask them, really ask them and listen intently. Your client will tell you if you ask them in a context of relationship and long term loyalty that you give them.

If you stop listening, or make it difficult to talk to you, the relationship will sour faster than milk left out on a hot day. One way to know you are listening is to note what they tell you. Keep a record and refer back to it often.

By knowing more about your clients you will earn their respect and confidence. “Know more to earn more” is a maxim that will both build relationship and increase your profits.

Here’s to the combined success for you and your clients!

All the best,

Irwin Glenn