3 Ways to Win Customer Loyalty

In the world of small business, loyalty is something that has to be fostered in a personal way. Larger companies like Target, Starbucks, and Apple have the luxury of globalized brands, well-known products, and ease of access. But if you’re running a smaller company or a service-based business, you’re going to have to work a little harder to win the hearts of your customers for life.

If you’re already in business for yourself, think about who your most loyal customers are. I’m betting they know you personally – either they knew you before you went into business or maybe a friendship grew out of your business relationship. That personal relationship is key. More importantly, it cannot be faked.

If you don’t have the time to foster friendships and truly get to know your customers, your quality product, exceptional service, and sense of integrity won’t have a leg to stand on. And again, it must be sincere – so how do you get there? How are relationships built? In a UCLA study on likeability, researchers found that most of us base our esteem of others on their levels of sincerity, transparency, and capacity for understanding another person.  Maybe you’re thinking about how sincere, transparent, and understand you are – but how can you show those to people in your brief client interactions? Here are a few ideas.

Interview

Take a tip from Katie Couric and try interviewing your client.  Instead of rattling off your resume and business acumen, focus on the customer as a person. When we are asked about ourselves, we feel interesting, liked, and important – who doesn’t want to feel that way? Questions (without getting too personal) build great rapport with others. Plus, you’re likely to discover common ground, which will create an organic and natural relationship. Be careful not to let your client’s stories launch you into your own.

Be revealing

When was the last time you found a connection with a seemingly perfect person. Never. We might want perfect products and perfect services, but we don’t want perfect people. You don’t have to tell embarrassing stories or paint yourself in bad light to be revealing, any detail that makes you seem “human” will work. According to a study the Journal of Consumer Research, if a salesperson shares something persona, even something as simple as a birthday or a birthplace with a client, the client is more likely to not only do business, but to feel good about their decision to do business.

Be Clear, Be Predictable

There’s nothing worse for a brand than mismatched promise and delivery. If you buy a shirt at Walmart and it shrinks on the first wash, you aren’t angry, you aren’t surprised, and you probably don’t return it. Walmart has built a brand on affordability, and sometimes that affordability sacrifices quality. If your purchase was at Neiman Marcus, your reaction would be anger, shock, and a quick return. There is a disconnect between what was promised, what you expected, and what was delivered. Take a good look at your branding, your print materials, your website, and the statements you make about yourself online. Do they match the “real life” experience your customers have? If they don’t, it’s time to adjust either your brand persona or your service! Customers like predictability and when you match their expectations, their loyalty will be secure.