How can you use the liking principle to build customer loyalty?

Establish genuine connections and show appreciation are the keys for me. I think people tend to like and connect more with those who share similar attributes, backgrounds, beliefs, or interests.

In the realm of customer loyalty, authenticity is your North Star. Imagine it as crafting a genuine connection, not a mere transaction. Be the friend, not the salesman. Customers can sense sincerity like a finely tuned radar. Share stories, not just sales pitches, and let your brand's heartbeat sync with theirs. In this digital dance, the liking principle is a waltz of trust; be real, be you, and watch loyalty bloom like an unscripted, beautiful friendship.

The liking principle, from Robert Cialdini's "Influence: The Psychology of Persuasion," suggests that people are more likely to say "yes" to those they know and like. To build customer loyalty, focus on building genuine relationships, expressing genuine likability, finding common ground, showing appreciation, personalizing interactions, providing exceptional service, being authentic and transparent, creating positive emotional experiences, encouraging engagement, and staying connected beyond transactions. This approach cultivates loyalty, advocacy, and repeat business over time.

As a digital health strategist and pharmacist, authenticity is paramount. In my journey, I've learned that sincere connections are built on transparency and honesty. In healthcare, where trust is vital, authenticity fosters long-term relationships.

In the Federal Market, buyers can smell BS a mile a way. Don't try to be fancy, be genuine. The common ground I teach government contractors to find is an alignment between the need and solution. Business developers need to research an agency and really understand them through strategic documents, forward-looking budget documents, management challenges, etc. Common ground means understand what the agency is trying to accomplish (goals and objectives) and what challenges they're facing. Truly understanding those needs (pain or goals) and actually knowing where your products/services can help goes a long way to building common ground. You then firm up that ground through discovery sales calls around your research.

I teach small businesses in the Federal Market how to make 'cold calls' into agencies using a Call Plan Template. One of the sections is the 'Ice Breaker' to start a meeting. Don't start meetings with empty words or half-baked complements. Instead, make your praise around something professionally related to the meeting and relationship you have. For example, when meeting with federal buyers, look for something they've done related to what you sell and mention a portion specifically. "I watched a video of you on a panel at the USAF conference last month. I appreciated your thoughts on emerging technologies' role in federal agencies. Do you do many of those events?" The idea is a quick 'appreciation' and then a closed question.

Consistency is the backbone of trust. Whether in pharmaceutical consultations or digital health initiatives, being reliable in delivering quality services ensures a sustained connection with both professionals and patients.

In the ever-evolving healthcare landscape, it's crucial to adapt without compromising core values. While embracing digital innovations, ensuring that they align with patient-centric care prevents any unintended consequences. Striking a balance is essential to avoid any adverse effects on patient trust.