You want to know what keeps your
customers coming back, you want to know
why they keep coming to buy our products
or maybe you need to have them keep
coming you're buying your products.
Marianne DeNovellis here with the Six
Figure Mastermind. We want to explore the
most direct cause of customer loyalty.
Let's get really specific and pinpoint
the most deciding factor in customer
loyalty. Now
we're going to break this factor into three
really specific parts because there's
really multiple facets for the customer
loyalty. A customer doesn't come back to
you for just one reason alone, there's
got to be many reasons to come back for
you but we're going to and identify the
most important. The first is quality.
Quality of your product. I mean, it's
obvious but a lot of people will sell a
product and they're so excited about the
sale they're not even sticking around
long enough to make sure that it's a
quality product. Your product has to be
able to withstand the test of being and
use whether it's a coaching package,
whether it's a consumable, whether it's a
product you just hand to someone, it's
got to be quality. If people don't like
what they invested their money in then
they're not going to stick around, they're
going to go to somebody else, you've
probably done this before, if you don't
like the mechanic, you're going to go visit
another mechanic, if you don't like the
service you get there, you're going to go
somewhere else. If you know a certain
brand of vehicle is known for this kind
of thing breaking down, you're probably
talking about it, you're going to go
somewhere else.
Think about how valuable the feedback on
any system is, on any system where you're
buying online and e-commerce, whatever it
is, it's always quality. People are
sharing what their experience is with
the product and they're sharing their
experience with the quality of the
product, it's got all these facets of
durability of use, of being able to
actually perform the function so make
sure that your product is top quality. If
it's good enough to be yours and good
enough to have your name, it better be
good enough to withstand the tests it's
going to be put through. Think of the most
quality products you can think of, think of
the highest quality cars, think of
the highest quality experience you had
on an airline. I'll share one with you. I
recently flew down to South Africa and
on the way there, we flew into Qatar
which you know honestly, I got a little
bit more excited about the layover than
I did have the destination because Qatar
seems so exotic and foreign to me
and you know, it didn't
disappoint me, it really was an amazing
experience.
I remember getting on the plane to go to
Qatar and this airline
that we flew is called Qatar Airlines and
this airline was super proud of their
name, they had swag all over the place,
the Qatar Airport had a whole store a
dedicated to Qatar Airline swag, they
had little airplanes and they had
coasters and that everything you could
think of that was Qatar Airlines. You
could tell that they were proud of their
brand but I'll never forget the
experience that I had when I walked onto
the airplane, it was one of those huge
airplanes with you know five seats in
the middle and three seats on this side
and three more seats on this, it's super
wide and I walked in and I'm greeted by
fresh roses that were there, the Qatar
stewardesses were all perfectly primmed
and beautiful and had this amazing air
about them, they were smiling as I got
onto the plane, there was a beautiful
enormous crystal chandelier that I saw
when I looked up way up in first class,
there were all of these lounge lounge
chairs and it felt like you had an
entire condo to yourself if you wanted
up in that first premium ultra business
elite class if you wanted to. Now I was
flying somewhere near the back of the
plane but the fact of the plane even
that experience was amazing, they were
catering to my food interests, they
passed out menus, they passed out goodie
bags with earplugs and face masks and
socks that I don't know who wears those
things but the quality of the
experience that I had there was
exceptional. Now a flight from point A to
point B is do pretty much to the
airplane and and the scheduling, that
variable doesn't really change a whole
lot. I could have picked a different
airline, maybe a budget airline to fly
from point A to point B and the airplane
still would have taken off, it still
would have crossed the seas and so would
have landed, they experienced basically
what I'm paying for is to get to my
destination is very much the same
however, this experience on this unique
airline was very very top-notch. I felt
comfortable, I felt acknowledged and I
felt that the experience itself was
quality. This airline sells a service, not
a product and the quality of their
service was exceptional because they
went above and beyond and took the extra
step to consider the customer's needs so
if you're a service based sales, you want
to make sure that experience is
quality. If you're in a product base, make
sure that your product is top quality.
The second most direct cause of customer
loyalty is the system. You've probably
heard this phrase before, system stands
for Save Yourself Time, Energy and Money.
Save yourself time, energy and money,
that's what we mean when we say system.
When you have a system where your client
how does the system it means they have a
new way to save themselves either time,
energy or money or combination of all
three. Does your product do that? Does
your product save them time? Does your
product save them energy? Does your
product save them money? An example of
this. I was remembering, I was changing
the o2 sensor in my car. I don't know how
many of you have done this but if you
own anything other than a Nissan, those
o2 sensors are really hard to find and
even harder to get off so I was in there,
I always change my o2 sensor, my car was
getting pretty old so we would end up
changing this o2 sensor about once a
year which quality alert, quality alert,
if it was a quality o2 sensor, I probably
wouldn't have had to change it once a
year. Well, here I was, I needed to change
this o2 sensor and it was a pain to
get a hold of it. I was trying to turn it, I
couldn't get the torque that I needed
and I learned there's such a thing as an
o2 sensor wrench, there's a tool made
specifically for this job. Now, this o2
center rinse, it's perfect for the job,
guess what else it's perfect for,
absolutely nothing, it is only good for
the one job. You can't really use it for
anything else other than a paperweight
which nobody ever uses anyway, we all
have computers, there's no need for
paperweights so I buy this o2 sensor
because I was sitting there and I
thought how much time and how much pain
are my knuckles going through and trying
to get this o2 sensor off my car. I've
taken more than hour, I've got literal
blood, sweat and tears going into this
thing and I am done. I want the right
tool for the job, I need a system, I need
a thing that saves me time, energy and
money. Now did it save me money to buy
this o2 sensor? That's debatable. I had
to spend 20 bucks to get the one part
that's only good for one job and not
good for anything else. I spent 20 bucks
on it however, it saved me energy and it
saved me time. I had spent at least an
hour trying to get that thing off with
no promise of being finished any time
soon but once I got that o2 sensor on
their, soup that thing up,
put the right torque on it, it came off
in 5 minutes and I was almost kicking
myself for waiting an hour long and
bloody knuckles to get this o2 sensor
out of my car. Now did it save me time?
Absolutely,
this saved me energy no-brainer. In the
end, did it save me money? Well the damage
are they could have caused to my car by
being so frustrated at it, it probably
did. I had a system that was
given to me that saved me time, energy
and money. You better believe I'm going to
go to that auto parts store and say okay,
what else could save me time, energy and
money? What else can improve my lifestyle?
So product loyalty comes from a sum of
quality, time, energy and money so that
system and there's one more. How much the
customers feels that they are part of
the creation of the product and that's a big
long line. We've got system, we've got
quality and then we'll sum that whole
big phrase up into co-creation. How much
do your customer feel like they
contributed to the product's existence?
You know, take the camera industry for
example. We've come a long way from back
when cameras require this bellows and
required the exposure sheets and
required a darkroom. It used to
take hours if not weeks to get an
exposure from the picture being taken to
something that you could touch. Took a
long time. How long is it now?
Milliseconds. You can pull out your phone
and take a picture in no time flat and
in fact, a lot of people do with
accidentally don't even know they're
doing it when it used to be this long
drawn-out purposeful project. Now why did
that film industry involve? Why are the
cameras in your phone better than the
most expensive camera from 20 years ago?
Here's why. Because the camera industry
listened to the consumers and the
consumer said we want to be able to do
this, we want to be able to have the
photo as instantly as possible hence
Instagram, guys.
Instant. We want it fast, we want it
top-quality so that's why the cameras
in our phones keep evolving, keep
getting better, keep becoming more
precise, keep getting more and more
megapixels crammed into this tiny little
space because the public wants the
product to keep growing,
they want the product to keep
evolving and they want the product to be
a result of what they desire it to be.
The more you have your clients as a part
of your creation, the more loyalty, the
more you help create something. Think
about something that you helped design
or create, not only does it feel good to
get the credit from it but you are
invested in the success of that product
because you have your blood, sweat and
tears and energy invested into it so if
you want your customers' loyalty, create a
quality product, create a system that
saves them time, energy, money and let
your client be part of the creation
process. Really when it's all said and
done your customers keep coming back
because of one thing and that's you. Keep
rockin' your business, keep making amazing
ass, keep making an amazing marketing and
most of all keep making amazing
relationships with your customers.
Drop down a comment below. I want to know
what your most successful story has been
with your customers and I'll see you
tomorrow.
