Values matter. When somebody violates our values, we
become alert and cognizant of that. Even the insurance industry realizes that
it is about promoting the values of ‘being sure’, ‘certainty’, ‘being insured’, and
‘assurance’. Having stated that, what about continued business that
focuses on ‘reassurance’? What can we do to ensure that our clients think and
feel assured about their buying
choices and decisions?
Nobody likes to
feel foolish about his/her buying decisions. Yet, we occasionally do fall prey
to clever advertising and marketing. How can we bypass these unpleasant
experiences and create new and pleasant ones for them? How can we assist our
clients to feel more valued about this worthy relationship with us? Endear and
endure to create responsively useful relationships, instead of reactively
‘fearful’ ones. Create reliability, responsiveness and a sense of responsibility.
Give value, and add more value. Your purpose behind your value offerings
matter, too. Do this well, and your customer will be reciprocal in his/her
relationship with you.
Create your own personalised,
conversational scripts. Instead of sticking rigidly to a prescribed speech or
spiel, write your own dialogue. Speak from your heart. Be heartfelt and
thankful for their business. Be arm but avoid raising temperatures. How would
you provide advice and counsel to a person you value and care for? How would you
create attention and make your sharing session an attractive one? Once you meet
this criterion, clients are more likely to attain, and attain again. That is
the process of ‘customer loyalty’.
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