Gaining a foothold in the heart of your clients is not something to take for granted. You don’t want to be spending a fortune on marketing to get new clients in order to survive in business. As a matter of fact, you need your old clients more if you must make new ones. You need to be able to own them and by so doing, own their network and associates through word-of-mouth marketing. So, how can you gain a strong foothold in your clients’ hearts?
I have a story to share with you.
There was this young boy in his late teenage, approaching an elderly woman at a supermarket and trying to get an opportunity to be her lawn mower. He tried every offer he could give, even to half the amount her current mower was collecting from her, but this woman would not shift her ground. After several attempts, he gave up.
Unknowing to him, the store owner was somewhere around the corner, watching what was going on. So, out of sympathy, the man called unto him to offer him a job. But to his amazement, the boy refused. While thinking within himself, “is this not the person who just got refused of an offer that’s now rejecting mine?” The boy told him, “I am the current mower to the old woman. I just wanted to know if I still hold a strong position in her heart. And that’s what I just confirmed.”
In this period of time when customer loyalty is becoming a mirage that cannot be reached, how can you still maintain your customers and ensure they remain yours?
It’s simple! You need emotional branding. You need to go beyond just being good at what you do to making your target audience get bonded with your brand on an emotional level.
How can you achieve this?
There are many ways of doing so, but I will be sharing two POWERFUL nuggets with you in this post.
Do more than your job:
A carpenter who just does what his customers asks him to do is always likely to lose his clients to the one who ensures he gives professional advice when needed and that his job adds comfort and beauty. A barber who just does his job alone will always lose customers to the one who cares so much about the hygiene, comfort and ego of his clients. What other things do you do outside the main deliverables in your business? How do you secure the goodwill and emotional connection of your clients?
Do them well when they don’t need you:
It’s not only when your customers need you that you remember that they need care and support. Sharing in the joy of their birthdays, sending a short SMS at intervals, giving them valuable information that will improve their lives, educating them more on how to make the best of your product/services, etc., will go a long way in retaining your clients. Showing concern for their personal well-being and growth will make them more emotionally connected to you than only showing up when they need you.
The bottom line is this: branding is not what you do to make the money right here and now. It’s what you do to ensure whenever there is a need for what you do, you are the very first person who comes to mind.
What have you been doing to ensure that?