Don't expect your customers to be loyal to you; be loyal to your customers

Let's face it. All businesses want loyal customers. It's a known fact that the acquisition costs for a new customer are several times more than getting an existing customer to buy again. In many cases it will eat up most of the profit on first-time purchases. Yet, so many companies struggle with building a loyal customer base. And part of the reason is in the mindset. They expect customers to be loyal, instead of building a relationship based on being loyal to the customers.

In some areas, such as cell phone or cable subscriptions, the focus on acquisition is so high that new clients always get the best deal. Once you're on board, you can forget getting loyalty perks.

This is of course the extreme. But many of us are putting more effort into acquiring new clients with great discounts, than taking care of those we already have.

Imagine if we would do that with our other relationships as well; give perks to people for becoming our friends. And then ignore them. And expect them to be loyal. It wouldn't work!

Why you should be loyal to your customers

Look at it this way; when a new customer has bought something from you, they've done their part of the work. They ordered from you.

Now, you have to do your part. You need to prove your loyalty. Not only do you need to deliver, you have to go the extra mile and deliver in such a way that your customer won't even look at your competitors.

You need to surprise them. Give them an experience that is better than they expected. But more than that, they need to know that you have their back. For better or worse. In sickness and health. Until death you do part.

Being loyal to your customers is a mindset

Yes, I know. Everyone wants a bullet list with ten things to check off in order to achieve something. And there are definitely concrete things you can do in order to show your customers that you are loyal. By going the extra mile in delivery, packaging, customer services and return policies for example.

You can do those. In fact, you should. But more importantly; get in to the mindset that it's not the customers that should be loyal to you, but that you should be loyal to your customers.

You are the suitor. It's up to you to wine and dine them. Bring them flowers. Lend them your coat and invite them under your umbrella. Not them. You.

If you do that and you instill this mindset into your organization, all your managers and many in your staff will find ways to show the customers that you are loyal. From marketers to warehouse and call center staff.

And it will be genuine.