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How To Demand Your Customer's Loyalty

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How to demand your customer’s loyalty.

Hi I’m Brian Pombo, we’re going to go through some simple steps here today on customer loyalty.

Just a very simple example of how to do it and then, if you can get the principle, the tactics become easy.

Welcome to Brian J. Pombo Live, we do this on a daily basis where we discuss business concepts either in the form of principles, strategies or tactics and today we’re going to be talking about a principle via a tactic.

And before we get to that, I just wanted to remind you, if you own a business or you’re an executive of a business, seven figures and above, go to BrianJPombo.com and check out some of our offerings there.

Also, if you happen to be in the self reliance field, meaning you’re an owner or an executive of a business that helps people to become more self reliant.

I have a special deal just for you over at DreamBizChat.com and it’s all about the dream business transformation. It’s something I normally charge $600 and above for, but for you, if you happen to be in the self-reliance field and you qualify, then you might be able to get it for free.

So go check that out at DreamBizChat.com. It’d be very helpful to you because it’s something you can walk away with and something you could put into play this year immediately after getting off the phone with me. Go and check that out.

Let’s talk about customer loyalty, because this is something that whether you’re a banker or a beekeeper, it’s the same thing.

Everyone should be focused on having your customers come back over and over and over again.

Now, if you’re not in a business where you have repeat customers, you need to get in that business because you’re probably spending all your time chasing the next new customer when, what you should be is keeping your current customers so happy that they’re the ones that are going out getting new customers for you.

That’s the secret sauce right there.

I’m going to show you an example of this.

This is a local company. A, they’re name is Kelly’s Automotive. You can go and look them up, I’m here in Grants Pass, Oregon. By the way, I’m here in the Orange Office. And for those of you who have been watching for a long time, you’re familiar with the Orange Office.

This is in town of Grants Pass, away from my main headquarters.

And you’ll notice that people who have been to the Orange Office know that it’s not completely orange.

There’s some green parts of it too. So I’m here, right in between just for this special segment today.

Like I was saying, Kelly’s Automotive, these people are located in Grants Pass. They also have a garage over in Medford, Oregon and I’m not sure if they’re anywhere else, but they have amazing marketing systems set up and even though I know it’s manufactured, it’s still something to me as a customer.

I know it means something to other customers too.

So how often do you get a hand written card from anybody in the mail anymore?

This is actually from a couple of years ago and I held onto it because they do this quite often, but this was one I’ve always wanted to talk about and this is one they sent out during the month of February.

It’s got the hearts for Valentine’s Day and on the inside it says Kate, thank you. My wife’s name is Kate. She was the one that had taken one of our vehicles and it says, Kate, thank you for your recent visit.

We look forward to serving you in the future, Curtis and the crew.

Simple little writing, now I don’t think Curtis is the manager over there. I don’t think he’s the one that actually wrote this.

The way it looks, it looks like it was probably somebody else that wrote it. But simple, subtle. It doesn’t say anything detailed other than Kate’s name.

Nothing that would tell me that this person actually knew what they were even talking about. But they have it in the process to send out thank you cards on a regular basis for their customers.

When customers come in, what businesses do that anymore?

How many people in your own family or friends do that?

Your best friend. How often do you receive a written note about anything?

And you know what, it’s more important now than it ever was because it’s so rare and makes you stand out.

Something simple like this creates customer loyalty. I’m telling you, they’ve got multiple things that they do that take us back. Every time I have an issue with my car I go back to Kelly’s.

Do I think they’re the the best mechanics ever in the whole area?

I don’t know, because I haven’t bothered to go and look for another mechanic, because they’ve done well by me.

I’ve taken my car in there before, had an issue with it and they said, well, it wasn’t this other thing so we’re not going to charge you as much as we thought we were going to do. Things like that.

Things where they go the extra mile to show respect for the customer and that’s valuable. Simple little things like this show that they care enough.

It doesn’t mean that they care personally for me, they care about the customer in general and it makes me want to go back there.

Never have I received one of these from any other mechanic, let alone I can’t name very many businesses that I’ve ever received a thank you card from adding a little piece like this into your system, even if it’s completely manufactured, even if it’s not direct.

Now, if you’re in a one person business or a very small business, you’ll be able to write something like that and be able to put a little personal spin on it that really makes an impact and you don’t just do it to get the impact.

You do it to show appreciation.

You do it to show that you care and that you realize that person could take their business anywhere, because I can take my business anywhere.

But because subtle, simple little things like that, simple little processes that help connect you one way or the other with your customer, that’s a great deal. It’s worth it.

It makes me not even go price shopping.

It makes me not go and look for a higher quality.

I know what I’m going to get when I go to Kelly’s Automotive and if you’re smart, you’ll use tactics like this in a meaningful way, as meaningful way as possible, but instill them into your ongoing systems and you’re going to have a relationship.

You’re going to have customer loyalty slowly be built up.

That customer loyalty is priceless because the most expensive thing in any of our businesses is getting the first customer to pay the first money.

It’s getting that one person to spend money the first time.

Once you’ve got someone to spend money with you once, it’s easier to get them to spend money again.

As long as you haven’t completely messed it up. And even sometimes when you mess it up, if you’re apologetic about it and straight-forward about it and maybe give them their money back, oftentimes they’ll come back to you.

People appreciate genuine, sincere gratitude, and that’s all you need.

You just need a little bit of gratitude toward people and they’ll eat it up like nothing. You will demand their customer loyalty and it and you’ll deserve it. So hopefully that’s helpful to you.

We’re going to be back here tomorrow.

Like I said, we’re back here every day and coming back to you with higher quality recordings, hopefully, but you can go back and rewatch or re-listen to any of our old ones in any of the social media that you wish or in any podcast directory that you wish to hear these at.

You can go back and check those out. Also, we’ve got them going all the way back to the very beginning over at BrianJPombo.com so you have a great day.

In the meantime, get out there and let the magic happen.