It’s Not Your Customer's Job to Remember You
It’s your job to make yourself unforgettable.
What are you doing to you stand out?
What have you done to make your last interaction with your customers memorable?
Have you given them a lasting impression?
Have you left them wanting more of you and what you offer?
What if they had such a great time working with you that they can’t wait to find an excuse to work with you again?
Loyalty happens when you give your customers more than a transaction. It happens when the results you deliver include an emotional connection, a sense of relationship, trust and values alignment. It happens when you work harder to get to know them, their business, their frustrations, their challenges and their opportunities.
You learn that by being intentional, caring, authentic and willing to do your homework with no guarantees of an immediate concern. For example, I attended the Kitchen and Bath Show, visited appliance dealers, researched the industry for three years before I landed my first order with one of the top appliance manufacturers in the country. I subscribed to Progressive Grocer magazine for years before landing major consumer packaged goods accounts.
Think about the business partners, suppliers and brands that you admire and love doing business with. What is it that they do that makes them unforgettable to you?
Learn from them. Model their behaviors.
Many people in our industry complain about their online Internet-based competition. Seriously? Can a website have more personality than you? Can a website provide a more satisfactory experience than you can?
Work on being unforgettable by being your truest and most-authentic self. Be willing to risk putting yourself out there and making sweet promotional memories.