(By Rick Fink) While reading a story on customer satisfaction with products, it dawned on me that the reasons people stay loyal to certain products or brands are the same reasons that business owners stay loyal to their media reps and stations.
A story published in the March 13th edition of eMarketer.com quoted several surveys, all related to “Why We Buy: Consumer Behavior and Loyalty in the Age of Infinite Options”. One survey by Criteo stated the obvious, and that was that quality products or services at a good price are still the biggest drivers of brand loyalty.
More importantly, the article went on to quote a survey conducted by Epsilon that said, “Eighty percent of consumers are more likely to make a purchase when brands offer personalized experiences”. In our line of work as Marketing Reps, this is where we start to separate the GREAT reps from the good reps. What type of personalized experience(s) do you offer to your clients and prospects that make you stand out from the crowd?
Yet in another survey by Morning Consult, it said 88% of respondents agreed that well-priced products with matching quality are important. More significantly, 92% said reliability and durability were key in creating brand loyalty. Are you reliable and durable for your clients? Are you there when they need you and are you continually bringing them ideas to help them grow their business?
Finally, and here is where we really separate the GREAT from good, and good from average…The same survey from Morning Consult stated that the primary reason for abandoning a brand was that the quality had gone down. Never take your clients for granted. Always be doing things (personalized experiences) that make them appreciate you more and more every month and year.
Be loyal to your clients and give them everything you have and they, in turn, will be loyal to You!
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