Not All Customers Are Created Equal

In today's highly competitive market, building a strong customer base is essential for any business's success. However, not all customers are created equal. While some may make a one-time purchase, others become emotionally connected to your brand and in so doing become your biggest advocates. These are your "fans," and they are the people you want to focus on.

There are many advantages to having “fans” instead of “customers”.? Here are 4 things to consider:

Fans are emotionally connected. Customers are indifferent.

The word “customer” means “participant in a transaction”.? But a fan is a “loyal admirer”.? Think of the advantages of having loyal admirers of your business.? A customer may choose your business based on price, convenience, or availability. But a fan chooses your business based on a deeper emotional connection with your brand. They believe in your brand's values and mission and identify with what you stand for.

Fans are forgiving. Customers move on.

No business is perfect, and mistakes will happen. But while a customer may simply move on to the next option, a fan will forgive and even defend your brand. They understand that mistakes happen and are willing to give you a second chance. This forgiveness creates a stronger bond between your brand and your fans, and it also helps you improve and grow. They WANT your brand to succeed!? They are loyal and invested in your success, and will continue to choose your business over others.

Customers might buy, but fans buy AND promote.

A customer may make a one-time purchase and move on, but a fan will return over time and even promote your business to others. They share their positive experiences with friends and family, write reviews, and post your brand on their social media. This word-of-mouth marketing is invaluable, as it reaches a wider audience than traditional advertising and is more trusted by consumers because they trust in the experiences of their friends.

Fans are EARNED.

I have bought my last 5 vehicles from the same dealer.? I didn’t even look anywhere else.? Why?? Because the dealer I bought from has earned my loyalty by going the extra mile time and time again.? They loaned us cars while ours was being repaired.? They’ve done small repairs without charging us.? They’ve been a constant source of help to me and my family and have repeatedly gone outside the boundaries of what a business is expected to do just to serve us.? As a result, when we need a car, we don’t even look anywhere else. I don’t even live in that town anymore and I still talk to their sales manager. Why?? Because they exceeded my expectations every time I interacted with them and made me feel like I mattered to them.

Stan Phelps is a noted author, speaker, and business mind who emphasizes increasing brand loyalty.? Stan says, “Great brands create raving fans by delivering a memorable experience that exceeds expectations. If you treat your customers like they matter... they absolutely will become fans. Fans take pride in being part of the brand and not only come back, but they bring their friends.”

Where can you exceed your customer’s expectations?

What can your brand do to go the extra mile and create a rabid fanbase that will stick with you?