Posts Tagged ‘Customer Loyalty’

moneyIn your quest for a million dollars, would you rather get:

A) get $10 from 100,000 clients,

B) $100,000 from 10 clients, or

C) $1,000,000 from 1 client?

If you've chosen option C, one single transaction, congratulations for having great business sense. But for the sake of practicality, let's use the first two choices for a model of quantity versus quality.

You know that no single person can provide a service that's perfect for every potential customer. To further that sentiment, I'd like to suggest that no person can serve 100,000 customers as well as they can serve 10 customers.

It's simple math that results in the same $1,000,000 answer for both options A and B, but you, the business owner, benefit most from choice B.

It's no secret that valuable time is squandered when you have to exhaust yourself chasing a large number of clients. Wouldn't it be magnificent to be able to sit, give your attention to a few clients, and make the same, or more, money?

Consider the chain of benefits: More focus on individual clients leads to better results for those few clients; those clients will offer better testimonials; and those satisfaction ratings will attract more high paying, high quality clients. This a circular effect of good business.

Of course, your next question is, "How?"

Scoring those lucrative client relationships starts where all good business does – in the early planning stages, even before lead generation.

Think big before you attract clients. You can't skip this step, because if you do, you'll end up attracting small-fry clients, and when you present them with the top-quality, top-priced program, you'll fall flat.

Here's an example to explain: you're selling a top-notch software program targeted at high-end, complicated tax processing. If you market to general accountants, you might be netting prospects that do anything from A-B-C accounting services to intricate, full time gigs with top corporations. There's no doubt that you'll strike out with the majority of your audience. Accountants that make their living on Joe Smith's bread-and-butter will have no interest in a high-end product like yours. Instead, back up and find a creative way to market to only those accountants serving the best-of-the-best, super-corporations. They will be willing to pay what you're asking. They've been around for long enough to see the value in it, and are successful enough to be able to pay for it.

When asking for the big bucks, keep these things in mind:

• Before you bring people to your website, before you send out your newsletter, consider the caliber of your product or service, and match it to the caliber of client that would be most likely to spend the kind of money you're asking for. Do the research required to find these people, rather than spending time generating dead-end leads.

• Consider your prospects' mindsets. Do they have cheeseburger budgets and milkshake level businesses? Or do they have filet mignon budgets and crème-brulee-level companies? Which would you rather have? Know that fast food customers won't have the money, or the taste, for expensive steaks.

• Don't make quality an afterthought, or you'll have attracted prospects in vain. Aim high, and your prospects won't bat an eye at your price revelations.

Don't assume that high paying clients are high maintenance. Often, they're more understanding and less demanding. They have the experience that it takes to understand the ins and outs of the business world. They understand your challenges, and are more likely to allow you the freedom to run with your expertise.

Low-paying clients are often new to the business world, and may either indirectly (or directly) look to you for advice beyond the scope of your work, or spend too much time highlighting insignificant details.

Don't be intimidated by the lucrative account. Be drawn to it. Recognize it for the gold mine that it is – and for the quality that it can create for your business.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at

Getting your target audience interested in your product or event, and interested in the price you want them to pay, requires a few basic steps. You must establish yourself as an expert. You must build confidence with your audience. You must convince your audience that your solution is the answer to their problems. Building empathy with your target audience is a fast way to accomplish all of these things …

What is Empathy?
For the purposes of creating marketing materials, developing empathy is the act of building a rapport with your audience. Show them that you understand their problem. Convince them that you, too, have the same problem, questions or needs that they have. Create a group for your audience, and then insert yourself into this group. By developing empathy with your audience, you're making yourself €˜one of them.' This is an extremely valuable step in creating a successful marketing campaign.

Build Trust Through Empathy
In many cases, your target audience may be embarrassed about their problem, or they may feel like they're alone in needing a special solution to manage their issue. By establishing empathy with your audience, you show them that they're not alone. You, too, have benefited from a special tool or event to handle the same problem they have. By building empathy with your target audience, you immediately go from becoming an untouchable expert to someone who has experienced the same problems and issues as your audience; someone much more accessible and less intimidating.

As someone who speaks the language of the target group, you build trust; they're more likely to believe your pitch if they feel you've been through the same things they encounter. All of these things go a long way toward establishing yourself as a trusted source, which makes people much more inclined to buy your product or attend your event.

Solve Problems Through Empathy
One of the most effective ways to market a product or event is to establish that it solves a problem that your target audience experiences. If you can build empathy with your audience, and then establish that your product or event solves their problems, you've instantly crossed a boundary toward getting them to take action. An audience is much more likely to believe that the solution offered to them is legitimate if they believe the creator of the product has used it to solve the same problems they have.

For example, if someone who has always been thin tries to sell a weight-loss product to an overweight demographic, the overweight demographic may be disinclined to trust the thin creator. However, if someone who has successfully lost weight tries to sell a weight-loss product, he or she gains instant credibility by having successfully solved the problem that the target demographic experiences.

Build Empathy for Successful Marketing

Bottom line: build empathy with your target audience to create a successful marketing campaign. Become one of the crowd. Show them that you understand their problems, and that you can help them. If you're able to establish empathy with your audience, you're much more likely to sell your product or event to them.

Bernadette Doyle has attracted a loyal following who rave about her down to earth yet inspiring approach. If you liked today’s issue, you’ll love Bernadette’s marketing and success training products and programmes to help you develop a business that suits YOUR preferred lifestyle.

Many people go out of business because they have failed to align their product with what the market demands – and with what their inner selves demand.

Many times, businesses need to endure a breakdown before a breakthrough can be felt.     Sometimes, the bad times are the only times that spur the need for positive change.   In other words, even if you're struggling with simply "making it," there's plenty of hope.

I know you want an endless supply of customers – a flow that's as intense as you're willing to handle.   But there's an important element to consider before moving forward.   You must ensure that any success you've experienced to this point isn't just a symptom of luck. I like to say that even a broken clock shows the right time twice a day.   If you glance at the clock randomly, there's a chance you might get the right time.   And if you do, you might be fooled into thinking the clock is working.   But it's not.

You have to make sure that people are coming to you because of the one-of-a-kind value you've offered them, not because they've stumbled upon you.

There's no denying that you have a treasure trove of valuables to offer.   You have gifts, talents, and abilities that are guiding you toward your perfect mission.   You know there are people out there that would greatly benefit from what you have to offer.   But when you can't find those people, or they can't find you, it can be a painful disappointment.   Because your venture really is your calling, right?   Or isn't it?

Every business owner has a calling, and to truly find success in that calling, that business owner needs to be assured that their distinctive abilities are made apparent by that business.

Often, your attempts at furthering your business aren't the problem.   Instead, it might be that you have missed something that's fundamental to attracting clients:   finding that one thing that only you can offer, and that consumers are looking for.

If you are passionate about something, and it happens to also be a God-given gift, then somewhere in the world, there is a demand for that service.   God isn't wasteful.   He wouldn't give you something and not create an equal and opposite need for it.

Your challenge is to find the channel through which you can deliver your true value to those who need it.   Frederick Buechner defines vocation as the place where passion meets the world's greatest hunger.   This is a beautiful statement.   It reinforces the idea that we're all here to do something or be someone.   Unfortunately, it doesn't tell us how to make the connection, or how to keep ourselves in business.

To get a better grasp on this channel, take the time to reflect on you.   You are a vehicle for delivering the gifts that the world is waiting for.   Put your gifts in writing, and assess them.   Then ask yourself these questions:

• How do my gifts complement one another?

• How can my talents be combined to create something unlike anything the world has ever seen?

• Does that combination meet a need?

• If not, can I find a legitimate need?

• Or do I need to find a new and different recipe for those gifts, based on a need I know I can satisfy?

Carving out your vocation using the talent and need factors will go miles to pull your business through adversity.   In times of adversity, luck is nowhere to be found…but true value never dwindles.

If, after true introspection, you still believe that you are where you need to be, and the consumers just aren't coming, stay with me.   There are secrets yet to be revealed that might affect your view, and your success, in a manner that you haven't yet considered.

Bernadette Doyle created Client Magnets Ltd to help self-employed people solve one of their biggest business problems: attract a steady stream of clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at

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