BUSINESS MARKETING: An old shoe on the other foot

I was talking to a business owner at a recent chamber of commerce meeting who told me, "We've grown our business because our customers are so loyal." Clang! Ding Dong! KaBoom! I started hearing alarm bells going off.

According to my dictionary, the definition of "loyal" is "one unswerving in allegiance."

A primary goal of most businesses is to develop long-term relationships with clients. It starts with an inquiry, then the first sale. Some of those first-time buyers come back for more of your products or services if they are satisfied and remain in the marketplace. If your business continues to deliver on its quality, service and value proposition, a relationship with the client is made and solidified.

After a while the relationship becomes really comfortable, like a favorite old shoe. Ahhh. It fits. It's comfortable. I love it. And that is the point when you can start getting in trouble because the business starts treating the long–term client as a "loyal" customer – someone so comfortable with the relationship that they will never swerve away. People in the business stop paying attention to them because they feel their allegiance is unswerving. No, it's not!

To my way of thinking, a business should never think of a client as a loyal customer. Customers should always be treated as honored guests, always nurturing the relationship, always insuring they are getting your best quality and courteous, helpful, friendly, expert service. Realize that clients aren't loyal.

Be always aware they can get better service or quality or value somewhere else and will leave forever if your business starts giving them anything less than your best. In other words, they swerve and can do so over the smallest slight, a momentary lapse in courtesy or a feeling that they are being taken for granted.

It is the business that needs to become loyal and develop unswerving allegiance to the client. If the business is loyal to the customer, it strengthens the bond and builds the relationship. When that happens, the client becomes really comfortable with you – like an old comfortable shoe.

Opinions are solely the writer's. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. Join business greatness coach Galler on Leap Year Day (Feb. 29) along with social media coach Kathy Sipple and research expert Ursula Saqui in a full-day "Focus on the Customer" webinar. For more information, email larry@larrygaller.com. Put "Leap Year" in the subject line.