My hair grows so damn fast. I have to get a hair cut every 3 weeks. Every time I need a haircut I go to Peter in downtown, Vancouver.
You know… Peter actually worked in New York 10 years ago. I guess you could say he earned his chops in New York. And he's cut hair for many celebrities, including Jim Carrey, etc.
Then he moved to Vancouver and opened his own salon.
Well, if Pete is good enough for Jim Carrey then he's good enough for Dan Lok.
I've been going there for 8 years now.
Talk about customer loyalty!
Yeah… so I'm sure you are asking why am I so damn loyal? Right?
What makes Pete different than the other hairdressers? Why do I go back to him again and again?
Well I'll tell you. Pete works at it. He builds loyal customers in each interaction and builds them into every haircut he produces. He didn't attract the stars simply because he cuts hair well (though he does). He also offers exceptional customer service.
And I have to tell you, even if Pete's haircutting ability wasn't 110%, I'd probably still go back. Why? Customer service. Commitment. Quality.
So ask yourself, how do YOU build loyal customers?
The best way to build loyal customers is by using the loyalty ladder concept. I want you to picture an ordinary ladder.
Now consider each rung of the ladder. Each "rung" is a "stage" of loyalty a customer may have. There are many different stages of loyalty customers demonstrate at each rung of the ladder:
* Raving Fan
* Devotee
* Member
* Customer
* Shopper
* Prospect
* Suspect
Let's describe each of these in more detail.
Suspect
The suspect is the lowest rung on your ladder, when a customer starts out on your loyalty ladder. This is when customer's are at the very bottom of your ladder. These are people who may or may not want or need what it is you sell. They may not have any money. They are simply people who are not buying.
Prospect
Prospects are suspects who have taken some sort of action like subscribing to your newsletter, giving you their email addresses or those who have asked you for some sort of free information. They are people who may turn into active customers, but aren't there yet.
Customer
A customer is anyone who has actually spent money with you. You have to differentiate between your prospects and your customers. This is one of the reasons it is so damn important you segment your lists. You don't want to have everyone on ONE BIG list.
At the very least, you should have a prospect list and customer list. You should treat your prospects and customers very differently. You should always give your customers more attention. Give them a better deal than everyone else. Why? They are already paying you for your products and services. Prospects are important, but customers are even more important.
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