Once upon a time, customer service meant more than pressing 2 to wait (and wait and wait) for “the next available representative.” Companies valued those who bought their goods and services and went the proverbial extra mile to make them happy. Today we’re more likely to hear about a company that’s ripped off its customers than treated them right.
Failing to make your clients happy is more than a shame. It’s slow-motion corporate suicide. If you want to make it in today’s crowded, recession-wracked market, you must create clients and customers who rave about your company the way they would their favorite sports team.
Obviously, making raving fans out of your clients is easier said than done. If it were easy, then corporate giants that have plenty of money to throw at such a concept would be overrun with happy clients.
Following are two key marketing principles for getting clients to go wild about you!
First Principle: What Are YOU Doing That No One Else Is Doing? In order to gain exposure, it helps to be or to offer something unique—or do something that no one else dares. It’s true that standing out from the crowd can be risky. However, it may be equally risky to run a conservative, “under‐the‐radar” firm these days—you risk becoming an anachronism. While successful firms stick to their values, they also find ways to make people pay attention…and buy.
Second Principle: Focus Your Marketing on Benefits, Results, and a Call to Action. Another way to gain success is to ensure you are answering the question, What’s in it for me? for your clients. Too many businesses accentuate the features of their products or services rather than the benefits—what your clients really care about. “Open 24 Hours” is a feature. Benefits are value statements about the features of a product or service, with an emphasis on what the customer gets. For example, a benefit might be that a product makes you look slimmer or saves lots of money on gas. Too many companies leave it up to their prospects to figure out the benefits of their products or services.
Perhaps more than ever, before people want to do business with those they feel they can trust. They are attracted to businesses they feel will go out of their way to provide them the absolute best products or services available. And the absolute best way to elicit that trust in prospects is by having clients who cheer you on at every turn. So, don’t waste another second waiting to develop a marketing plan that will influence your clients to go wild for you.