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Module 1: How to Position Your Brand to Sell
Section 4: How to Create Your Brand Strategy
Post 2: The Most Critical Factor in a Brand That Sells
As one of our coaches constantly reminds us – There are many undiscovered geniuses in the world. But there are no undiscovered marketers!
For that reason, we’ve spent our time so far talking about creating communications which connect with your ideal customers.
It’s something many business owners struggle with. And by “many”, we mean most!
Communication is crucial. But there’s another side to the coin: delivery.
If you can’t deliver what you say you will, the best communication will accomplish nothing.
Okay, it may do you some good in the short run. But you won’t build long-term relationships with customers.
And research shows…
It costs 5 to 7 times more to get a new customer than retain a current one!
Yet the funny thing is – most businesses are constantly on the prowl for new customers. They put all of their resources into it. And they forget about the customers they already have!
You’ll make more money, more dependably if you build on your base of existing customers. You do that with a promise plus.
The best way to build your business
Delivering what you promise is the most critical factor in a brand that sells. If you do it, you’ll satisfy your customers.
But that isn’t good enough – deliver a promise plus a little bit extra and you’ll thrill your customers.
Thrilled customers buy more, buy more often and tell others.
Can you think of any better way to build your business? It’s the most cost-effective way to build your business:
Your average sale increases because your customers buy more every time. They also buy more frequently. And they readily endorse you among the people they know. You don’t even have to ask!
You just have to deliver a promise plus.
A little secret about creating lifetime customers…
But don’t worry about the plus at first. Just focus on the promise.
So you understand this, we’ll let you in on a little secret. Very few business owners know this – the ones who do create lifetime customers.
Are you ready? Shhh! Remember, it’s a secret…
It’s better to be consistently mediocre than inconsistently great.
Kemmons Wilson took his family on a trip to Washington, D.C. Traveling from their home in Memphis, he was astounded at the inconsistent quality between the mom-and-pop motels along the highway.
Couple that with a major change – the advent of the interstate highway system – and he saw a BIGG opportunity.
He revolutionized the hotel/motel industry on one BIGG idea – no surprises.
It resonated with travelers. They counted on Holiday Inn to deliver a consistent experience, no matter what city they were in.
Note that as an outsider, he built his franchise on the inconsistent delivery of an entire industry. It highlights differentiating on experience, as we discussed earlier.
4 keys to consistently satisfy your customers
- Manage expectations when you can, meet them when you can’t
Let’s say a new grocery store just opened up. When you go there, what expectations do you bring with you?
After all, this isn’t your first trip to any grocery store. It’s just your first time at this one. While you won’t know where things are, you still have ideas about what the experience should be like.
Now think about hiring a coach. What expectations do you bring with you? Most people have none. They’ve never hired a coach before. Even for those who have, it’s not something they do everyday.
Is your business more like a grocery store or a coaching service?
If it’s the former, you have to meet the expectations. Even first-time customers bring pre-conceived notions.
But if it’s the latter, it’s important to manage expectations. Lead them through the buying process. When they buy, reinforce it. When you provide the service, be sure to explain your limitations.
Here’s an example: “I’ll answer your e-mail by the next business day.” Then make sure you do it.
But create an expectation for less than you know you can deliver. And don’t change that deliverable until you know you can do it every time.
- Log your promises
Many promises are made. Many are forgotten.
But not by the customer who they were promised to!
Here’s a simple example: When we develop new programs like this one, we always write the offer first. (We learned this from one of our coaches).
It helps zero in on the most important benefits for our customers. Now, we could stop there. We could let the copy be the copy.
Instead, we use it as a “promises log.” As we develop the materials for the program, we make sure we’re fulfilling every promise.
But it’s not always that simple. YOU may not be the person making the promise!
[George] I ran into this problem with my service businesses – we sent technicians out to homes and commercial properties. For the most part, they dealt with our clients. But occasionally, we would get an unpleasant surprise – generally from an unhappy customer. Our tech had made a promise but didn’t record it. They hate paperwork. Our office staff was great with paperwork. So we had the techs call in after each call so we could record the promises made. All the tech had to do was tell us. It helped us fulfill our promises almost 100% of the time.
So if you have staff, make sure you find a way to capture the promises they’re making in addition to the one you make yourself.
- Map out the ultimate experience
Think about all your touchpoints – from the time a potential customer becomes aware of you, to the first communication, to the purchase, to the customer using your product or getting the service you provide, to the follow up after the sale and how you get them to buy again.
This is just an example of common touchpoints. Your industry may be slightly different.
Now think back to the vital moments and your HIPODs. What can you deliver which would thrill your customers?
If you’re in business, forget about what you’re doing now. We’ll get to that soon enough.
For now, remove yourself from reality and map out how you would like it to go every time with every customer. Fully describe what you would like to happen.
If you have staff, get them involved in this exercise. We’ve found that they will make significant contributions on things you would never think about. Plus it’s a fun way to engage with them.
- Determine where you’re at now
Now we’re ready to establish your baseline. What’s the experience look like now? If you’re just starting, what do you know you can deliver?
Don’t worry how it stacks up against the idea. The point is to document where you are (or plan to start).
With all of this in place, we’re ready to focus on thrilling your customers. We’ll take that up in the next post.
You’re now ready for Part 2 of the Create Your Brand Strategy Guidebook. Of course, you can go straight to the next post if you prefer. We recommend the former.
Email us any questions you may have. Put “BTS QUESTION” in the subject line and send it to firstname.lastname@example.org.