According to author Simon Sinek, there are two ways to influence your buyers: you can manipulate them or you can inspire them. Both are effective strategies, but only one is capable of generating repeat sales AND a lifetime of loyalty. Manipulations, like dropping your price, or having free giveaways do work, but usually only for the short term. Over time, this strategy to ‘buy’ your customer does nothing to develop relationships.
Organizations like Apple, Harley-Davidson, and Southwest Airlines, are successful because they inspire their buyers. These companies are successful at driving long-term growth and developing strong, loyal relationships with their customers because they communicate a purpose, cause or belief that fits with their target market and fits into their lifestyle (or the one they want to create). They all have long-term loyal customers who voluntarily become brand ‘evangelists’.
Organizations don’t need to be large or wealthy to inspire their customers. The key is the ability to create authentic relationships.
- Communicate your purpose, belief or cause
- Help them learn something new
- Engage with your customer to know & understand them
- Communicate, often and with empathy without trying to sell anything
- Consistently deliver quality products & service
- Be available, be authentic and be transparent
A customer that you inspire is a customer you will keep. It is far more expensive and time-consuming to acquire new ones than it is to focus on retaining your existing ones.
How can you inspire your customers today?
Workplace Thought of the Day 