October 14, 2012

Appreciation Marketing – The Right Thing

Last week we discussed client satisfaction. I received several comments, most by way of telephone or email, questioning whether client satisfaction was important. Some other people believed that client loyalty was more important than client satisfaction. This week we can address these comments through a discussion about “The Right Thing”.

“The Right Thing” may be best described as what anyone, business person or private individual, would do when no one is watching what actions they take at any one time. When a business contracts to sell anything to a purchaser, does the buyer actually get what they expect? Is the quality, quantity, color, size, or whatever the same as that was represented in the buying process? Is the delivery done on time or to the satisfaction of the buyer? Are all terms of the contract completed to the satisfaction of the buyer?

Client satisfaction means that the client is happy with the flow of the buying experience as well as the completion of the process of the purchase as they expected that process to be. Client satisfaction leads to client loyalty. If a client is satisfied, the client may be loyal. However, client satisfaction does not guarantee client loyalty. Loyalty is a result of satisfaction with the buying process plus a lot more.

“The Right Thing” is what actions we take in the process of conducting our lives, including our business lives. It includes our marketing, our sales, our delivery of products or services, and our follow up. It also includes our interface with those with whom we do not have a client relationship. This includes prospects, family, friends, neighbors, strangers, and the people we pass on the street. How would others describe your actions toward total strangers? Are you proud of all that you do; are your family or friends proud of all that you do?

We all should conduct our business, as well as personal, lives in a manner that reflects well on us, in a manner that inspires client, or personal, loyalty. That includes honest, ethical, and complete practices that treat everyone in a manner that we should want others to treat us. Treating others as you want them to treat you is a great philosophy. Would it be better if you treated others better than you expected them to treat you? Then, do the right thing at all times; do whatever is right, or correct, in every step of your business, as well as personal, life.

This ongoing philosophy includes thanking people for their business, for their help, for their contributions to your life. Everyone likes to be noticed, even you. We all like to be appreciated for whatever we do, especially for whatever we do for others. How about we thank others for their part in our lives, not just their initial contribution; what about their referrals, their advice, for their continued support? We must show this appreciation over and over to retain their loyalty. If you appreciate others, they will appreciate you, your business, and your future.

Spend some time and think about how you can show your appreciation to others. What can you do to say “thank you” to someone each and every day, maybe multiple times per day. How does that action make others feel, about you, and about life? How does that action make you feel about them, about yourself, and about life? How do you feel when they thank you for thanking them? Leave your comments about this Appreciation Marketing philosophy or call me at 360-314-8691, or email me at Jim@SOC4Now.com. This builds great karma, and great karma builds great client loyalty, leading to business success.

1 comment:

  1. You are making one giant assumption here: You are assuming everyone has common sense. The right thing to you and me may be vastly different than someone else. I have come across people in business that think it is ok to not return a phone call if they do not want to speak to the person. They think is it ok to miss deadline just because they are not organized. Not everyone has a clear definition of "The Right Thing". Some people actually think referrals are owed them and do not thank the referrer. I wonder how long they will be in business.