Creating Customer Evangelists

by: Ben McConnell & Jackie Huba

As heard by Betsy AllgoodMarketing Coordinator

King’s Daughters Clinic- Temple, TX

Ben McConell Warns!

When it comes to Word of Mouth….

Ben McConell Warns!

You are not in charge.

Ben McConell Warns!

Everything is about what you can do for the

customer.

Ben McConell Warns!

If you take care of your customers hopefully like

Karma they will reward you 8 fold.

Loyalty.

Customers must be loyal. However, you must give

them a reason to be.

Loyalty.

As your customers are getting hit with 3,000

marketing messages per day the personal touch makes the difference.

Loyalty.

Emotional Connections are the quickest way to build loyalty and maintain it.

Example

If the local dinner has been in town for years…

Example

& a national chain comes into town…

ExampleThe local business can survive because of

emotions towards customers knowing the owner, wait staff and having

memories there.

ExampleThe local evangelists will even recommend the diner because “it’s like nothing you’ve

ever had” or “the real cookin”

4 P’s of Marketing

Product

Price

Placement

Promotion

Pesky

Wait. Pesky?Yes Pesky. Too much is too much and people tune you

out.

So what then?

The 4 P’s is the oldest method for marketing it’s

the only cool thing we have had in a while…

OR… IS IT?

So what then?

Oh wait, there is one more element….

So what then?

Loyalty.

Working on your marketing in a grass roots approach will build loyalty

because it shows you care more than throwing another advertising message

at your customer.

Loyalty.

How do you know if they are loyal?

Loyalty.

1. They Purchase and believe in your product.

Loyalty.

2. They passionately recommend your product to friends and acquaintances

Loyalty.

3. They trust to give your product as a gift to someone else.

Loyalty.

4. They openly give praise about your product to your employees and others.

Loyalty.

5. They forgive you when quality dips a little but they inform you to give you

the chance to correct it.

Loyalty.

6. They are not bought.

It SEAMS like it’s time for a good acronym.

SEAMS

Satisfy the customers wants, needs, and expectations in your product and company.Satisfy their emotional needs around the type of product or service you offer.

SEAMS

Easy! Make sure every part of their experience is easy. How many times have you told someone how easy an experience is… it is a very powerful WOM tool.

SEAMS

A good value. Your customer knows when a service is worth paying for. People will even pay more when they feel it is worth it.

SEAMS

Makes Life Better.Hopefully your product or service will somehow make your customer’s life better.

SEAMS

Solves a problem.Why do they need your product if there is no use for it?

Note to Marketers

Keep your eye on the long term goals and potential success of your company.

Note to Marketers

Do not get desperate. It will show.

Note to Marketers

Throw away one-way marketing.Two-way marketing is more effective to

know what is really going on.

More information…Check out the website: http://creatingcustomerevangelists.com/

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