Transforming Clients from Deal-loyal to Brand-loyal

Businesses can turn their customers into “brand-loyal” clients, instead of the typical “deal-loyal” client.

Let’s look at the difference between the two types of clients. The Deal-loyal client is committed to finding the cheapest deal. They are in "transactional" mode. Whom the customer buys from is all about price. The Brand-loyal client, however, is committed to working with a particular vendor. They are tied to the overall way the brand connects with its image.

The key to getting your client focused on brand loyalty is Experiential Selling. By focusing on collaboration and the customer experience, you open doors to a new whole new relationship. This relationship allows you to upsell without actually selling. Because people love to BUY, but they hate to be SOLD.

Apple is the best technology company in upselling. They are the best because they redefined upselling. The integrated product suite was created by Apple. Apple examined the overall customer experience and asked, “What do our customers do right before buying our product? What do they do right after buying our products?”

Apple’s upselling options range from the iPad to iPhone to iWatch too, and of course, iTunes. That’s experiential selling. It’s upselling someone to having a life experience without it feeling like an upsell. Remember, people love to buy, but they hate to be sold. They want to own experience.

Collaboration is the key to growing your sales. Collaboration gives you the opportunity to expand your sales.

Here’s one thing I want you to take away from this article: as you collaborate with your competition, the lines of exclusivity start to blur. There are opportunities to collaborate with a vendor to partner, and vendor to vendor, even collaboration amongst your sales team. As you work with new collaboration partners and include them in your business model, upselling becomes easier. Broadening your offering to the customer is now the next step toward customer satisfaction. Any company that asks, “What do our customers do right before, and right after, buying our product?” finds the Holy Grail to upselling.

Our new way of business is inclusive. We can out-collaborate the others by simply offering them a wider experience. What customer doesn’t want a broader experience? We want to lead them to the experiential experience; or, a new reality gained through experience. This method will give you on-going brand loyalty and fuller product experience to keep that customer long-term. 

For more information on this topic, or to write to author/trainer Will Harris, visit his website: https://willpowerharris.com/