How to make your business stand out!
This episode of the Loyalty Loop is from a cemetery somewhere in Pennsylvania. This is where big, awesome, audacious marketing ideas go to die.
Last week on the Loyalty Loop, I invited you to ponder this: What is your client or customer's biggest post-purchase concern?
That means that after they've bought from you or committed to your product or service, what are they worried about most?
The answer to this question is going to help you pitch big, audacious ideas that get buy-in from executives, and that's where I uncover in this video.
When you pitch an idea that might affect your company's ability to acquire customers, you're more likely to get shot down. However, when you pitch an idea that is meant to change the experience for an existing customer, an already-acquired customer, you'll have a much higher likelihood of actually getting it implemented.
What does this mean? This means if you focus on the moment of commitment in your loyalty loop, that could be a commitment for an email address to subscribe to your newsletter, or it could be sales commitment, someone who's purchased your product or service, I want you to consider their biggest concern.
Understand your customers post-purchase concerns
When you understand your client or customer's biggest post-purchase concern, you can start to address that concern by doing something different.
Let's assume for a second that you are a contractor. Yes, a contractor that works on houses. And let's take every client and customer's biggest post-purchase concern, which is, number one, are they going to show up?
And number two, are they going show up and do the work I expected even though I'm not going to be home when they're working on the outside of my house? Those are two huge concerns.
Now take those concerns, and make a list. On one column, put out all the things that you do as soon as you sign up a new client or customer. And in this case as a contractor, maybe you sent them an email thanking them, telling them you're going to show up on Wednesday, the third. Maybe after that you call to confirm that the third is going to work for them. Or maybe you email and remind them that you're going to show up tomorrow, a day before the actual contract is supposed to start. Or maybe you don't do anything.
What are your competitors doing?
Now that you've got this list of things that you do after you've got that moment of commitment, make a list of the things that other contractors do, or in your case, whatever it is, whatever your competitors do.
Now, compare the two lists. Are you doing everything that the competition is doing? If so, you're exactly like the competition. You're not doing anything different. And more importantly, you're not addressing your customer or client's biggest post-purchase concern.
So here's where I want you to get creative. Cross off all the things on your list that are on the list of your competition. Start building a post-purchase loyalty loop experience that actually is different.
And I want you to think big because if you think big, and you pitch those ideas to your executive team, you'll have a much higher likelihood of getting those ideas implemented.
And at the end of the day, I didn't get into marketing to just follow the best practice or solve problems. I got into marketing because I wanted to be creative. I wanted to change people's lives by actually making their lives better. And I'm sure you did, too, if you're reading this.
You might also like:
- Customer experience | What is an experience?
- How to build a brand (The shower, shampoo & a shot of apple cider vinegar)
- Two amazing customer service examples from one hotel
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