Super Agent

Are Your Clients Fiercely Loyal?

In an interview on Inc.com, Sarah Robinson, author of Fierce Loyalty: Unlocking the DNA of Wildly Successful Communities talks about why developing a community of loyal clients requires a commitment that goes beyond great service. She says “You’ve got to be willing to listen for and acknowledge the specific needs your customers have, and most importantly, you’ve got to invest in a way to meet those needs.”

Think about what companies or brands you’re loyal to. Are you a die-hard Apple fan who’s first in line at the store for every new iPhone launch? Do you forgo a soda during lunch if the vending machine is stocked with Pepsi products instead of Coke?

Our loyalties to specific brands develop over time and through reinforcing, positive experiences. Customers who are loyal often act as brand ambassadors, and will provide you with honest feedback on what’s working and what you can improve on—both are valuable benefits in today’s crowded marketplace. So, how can you foster fierce loyalty in your clients?

Here are a few questions to ask:

  1. Can you, your producers and other team members clearly articulate who you are, and who you want to be it to?
  2. Does your value proposition or “brand” communicate more about you, or does it focus on outcomes for the client?
  3. Are your producers able to articulate and provide tangible value to prospects and clients?
  4. Are you investing time and resources in meeting the specific needs of your existing accounts rather than focusing solely on winning new accounts?

 

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