You rarely hear about their work. Most businesses bury their efforts under “loyal customers” or “brand ambassador.” They are more than that! I’m talking about the customers who…
*Tell people they know to buy from you
*Spend money with you whether you advertise to them or not
*Give the best testimonials and reviews
*Like and love you personally and professionally
*Typically buys from you and no one else
I’m talking about the “Brand Believers.” These are the “retail radical” customers, seven-figure small business owners have. These wise owners know how to treat their top customers. Why?
They are usually responsible for driving in more word-of-mouth business than any other source. Why are they so effective?
Three Passions of the “Brand Believer”
Passion #1: Relationship
I have massage clients who refuse to get massage elsewhere. Why? Once a Brand Believer loves what you do, they don’t plan to end doing business with you. They view your product or service as something they relate to.
They also relate to you. We do business with people we like. You can have the top widget in town. If people don’t like you, they are out. They will replace you with someone they do like.
Passion #2: A Network
I’m not talking about any network. Your Brand Believers are radical. They have influence within their network. Most seven-figure small business owners have discovered something else. Brand Believers have a “secret network.” These are their best relationships. Once they trust you a Brand Believer will tell their secret network about you. No advertising required.
Passion #3: Buying Quality
They live for it. For the Brand Believer quality is everything. Why? They know quality gives them ongoing value. It’s one of the reasons they may spend more for a vehicle, floor or pair of shoes. Here’s an example.
I once bought my wife a Coach purse for Christmas. It costs me around $600.00. Guess what? I did not have to buy my wife another purse for seven years! I got my money’s worth and then some.
How to Attract Brand Believers
I will make this short and sweet.
Step #1: VIP Treatment
Treat your customers like they are all VIP’s. If they are going to spend money with you, give them your best product and service. This means going the extra mile where your competitors won’t.
Step #2: Do the Unexpected
A new massage client was nervous. They thought they would have to call their insurance company about their massage benefits. They were surprised when I told them it was my job to check for them. It saved them time they never forgot.
Step #3: Add Value
With each purchase add something to it. A smile, high-five, gift, resource. Anything that adds value to their lives. One of the best examples is a downloadable resource. These includes eBooks, reports, videos and others.
This concludes our series!
Clyde McDade is the author of the upcoming eBook, The 7 Profitable “Word-of-Mouth” Marketing Secrets of Little-Known Small Businesses.