Recently I was catching up with a friend I hadn’t seen in a while and we were swapping stories about what we had been up to. The conversation steered towards the gym that I attend and as I told her about it, I couldn’t help but rave. I gave her lots of detail about what I love about it, all the inclusions, what sorts of classes they have, the fantastic facilities and so on. By the end of the conversation she announced “well you’ve sold me!”.
Does your business have ‘raving fans’ that sound like I did talking to my friend? If not, what can you do about it?
The gym I attend is certainly not the cheapest (in fact it’s probably the most expensive in the local area). But anyone I know who has joined believes they are getting more than their money’s worth. There are a few reasons for this:
- They look after their current customers. They do this by continuing to add to and improve what they offer.
- They provide a quality service. It is obvious they have paid attention to detail and haven’t ‘cut corners’. This shows in the equipment, the calibre of instructors and the facilities. All those aspects combined assure members they are getting value for money.
- They are generous. Every Saturday they provide brunch. They put on regular member’s events. Memberships are all inclusive. And they go out of their way to assist members when there is an issue.
- They are friendly and welcoming. Every time I enter the gym, I am greeted by name. Staff are never too busy to help. They have created an environment that is not daunting and attract people of all ages and fitness levels.
Specifics aside, all of us can offer exactly the same benefits in our businesses. Just telling people you are the best won’t keep them coming back. Giving them occasional attention or treating them disrespectfully won’t give them cause to talk positively about you to others. Take a look at what you do and see if there are ways you can turn your ‘just customers’ into people who rave about you.
Michelle Grice writes a weekly column for business women in The Western Weekender
