The E-Driven Loyalty Factor

Tim Geiger discusses building loyalty through great service and great employees.

[Editor’s Note: I received three articles in close succession,
offering different slants on customer service. jl scott (lower case
at the author’s request) talks about accepting responsibility, Tim
Geiger discusses building loyalty through great service and great
employees, and Wally Bock demonstrates the power of a strong,
informed staff through his own experience. At the bottom of each,
you’ll find direct links to the others.]

Nurturing loyalty in your clients is the number one tool
for building and stabilizing your business. A loyal following
is worth more than any type of advertising because it creates
a foundation from which to build upon. It’s much easier
to increase sales if others are out talking you up then to
find sales from scratch every single time. It’s also tons
less expensive.

So how do you nurture loyalty in your clients? Consider
the following tried and true methods:

1. Welcome Complaints Instead of Hiding From Them.
Sounds strange doesn’t it? I’m not suggesting that you nurture
complaints. I’m suggesting that you maintain a free flow
of communication with your clients so that if in fact, they
have a complaint they will tell you about it. Better yet,
ask them. Through the sales fulfillment process ask your
clients if their needs are being met, and if not what can
you do to improve the situation.

If you can make a disgruntled client happy and satisfied
in the end, they will be twice as loyal as the customer that
was happy from the beginning. Why? Because you’ve proven
your worth your words in actions. Every unhappy client
wants one thing and one thing only: to have the situation
fixed. If you can do that, they will sing your praises forever.

On the other hand if you hide from their complaints, they
will tell everyone else about their troubles BUT you. Let
your customers’ complaints work to your favor, not against.

2. Keep all of your customers’ contact information and stay
in touch. Of course, with an Internet business, staying in
touch by email is easy, but staying in touch by snail mail
may actually gain more loyalty. Utilize both methods, and
always use the method least used by your competition. Use
snail mail to offer a hard copy newsletter of useful information
that your customers can use to make their lives or businesses
better–something that the customer is likely to keep rather
than toss. Of course always include your contact information
and notify your customers of any new products or services that you
are selling. If
you have sold them everything in your line, ask for a referral.

3. Create A Loyal Workforce

Loyalty starts in your business family. If those that work
for you enjoy their work place, feel safe and appreciated,
that will shine through to the customer as well. Employees
will always put their best attitude forward as long as it’s
nurtured in them as well.

Loyalty, like any other part of your marketing plan, takes
strategizing and preparation. If you can achieve it, your
business will build on itself with very little additional
effort on your part.

Tim Geiger has built a strong and loyal affiliate following
for his nationally respected StockDriver Investment Program.
To learn more about how you can become a
affiliate–and start learning and earning–visit