Yet it’s so Common its Almost Accepted Dogma in Business
One of the key lessons every successful entrepreneur learns is that treating every customer the same is downright insane. Why? Because every customer is unique and recognising that uniqueness is essential to creating extraordinary relationships and, ultimately, that’s how you build a fantastic business.
Discover What Makes Them Tick
Imagine walking into a room full of people and trying to strike up the same conversation with each one, regardless of their interests, moods, or backgrounds. Sounds a bit off, right? Well the same applies to your customers! People want to feel seen and understood and in fact will buy from you when they feel you understand them not when they understand you. When you take the time to discover what makes a customer tick—their likes, dislikes, and aspirations—you form a connection that goes beyond just a transaction.
The Platinum Rule: Treat Them How They Want to Be Treated
We’ve all heard the Golden Rule, “Treat others as you want to be treated.” It’s a good start, but in business, the Platinum Rule is what sets you apart: Treat others as they want to be treated. It’s about stepping into their shoes, understanding their needs, and offering experiences tailored just for them. By doing this, you turn a customer into a raving fan.
Weighing Impact: The Million-Pound vs. One-Pound Customer
It is not only about building relationships consider this: Treating a million-pound customer the same as you would a one-pound customer can sink your business, plain and simple. It’s crucial to recognise the impact and value different customers bring. This doesn’t mean you disregard the smaller customers; it means allocating your resources and attention in a way that maximises your impact. A larger customer might require more personalised service, exclusive benefits, or even just more of your time. Knowing this balance keeps your business thriving and your valued customers loyal, this is why so many businesses have different service level agreements for different customers.
Customise, Customise, Customise
Customisation is the name of the game. When you tailor your approach, products, or services to meet the specific needs of your customers, you’re telling them that they matter. This can mean segmenting your customer base, offering different pricing tiers, or even creating loyalty programs that resonate with their preferences.
Build Long-Term Relationships
Focusing on what each customer values builds long-term relationships. There’s nothing quite like the trust you garner when a customer knows you’re genuinely interested in their success or satisfaction. These relationships lead to repeat business, referrals, and a reputation that attracts more customers like magnets.
The Takeaway
Aligning your business strategies to see customers as individuals, not numbers, is a powerful shift. Remember, by treating people how they want to be treated and recognising their individual value, you avoid the insanity of one-size-fits-all and instead, nurture relationships that lead to a thriving business.
So go out there! Engage with your customers in meaningful ways and watch how it transforms your business dynamics.
By Andy Walter
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