Creating Customer Loyalty (And How to Keep It!) | Steve Blanc | Lunch & Learn
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Speakers: Steve Blanc Customer loyalty is the “holy grail” companies and sales professionals seek and successful companies and sales professionals have. Data shows loyalty has little to do comparatively with the product or service but how customers experience it. Through this presentation, the speaker will facilitate an experience where the audience will learn how to create loyalty from their customers and other stakeholders.
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Creating Customer Loyalty (And How to Keep It!) | Steve Blanc | Lunch & Learn
- 1. Loyalty
- 2. Loyalty defined : A strong feeling of support or allegiance
- 3. 19 19 53 9
- 5. Why? How?
- 6. Survey of 6,000 customers in 25 industries and 50 countries. “What drives loyalty for you?”
- 7. What drives Loyalty • Company Brand • Product and Service • Price / Value Relationship • Sales Experience
- 8. How do you think they matched up? • Company Brand • Product and Service • Price / Value Relationship • Sales Experience 9 19 53 19
- 9. * Survey of 6,000 customers in 25 industries and 50 countries. “What drives loyalty for you?”
- 10. What does the “sales experience” mean?
- 11. Be seen as.... • Demonstrate unique and valuable perspectives on my market • Help me navigate alternatives • Help me avoid land mines • Educate me on new issues and opportunities
- 12. –Dr. Merle Olson UTHSC - San Antonio “I sometimes have to remind myself Charles works for Beckman, not me.”
- 13. When I read sales experience It’s really about being seen by (the customer, client, partner, investor) in a differentiated and positive way
- 15. Exercise • To your left and behind you in groups of 4. • What are the 2 best things can I do to differentiate my interaction in the “sales experience?” • Decide on a scribe and time keeper • 10 minutes
- 16. To create loyalty in business to business be seen as • Thinking in terms of your customer’s business • Knowing their company and the industry • Looking for areas they are missing to shine a light on them • Creating constructive tension • Leading TO your solution/proposal not WITH • Tailoring your conversation
- 18. It’s the experience you create In the business to consumer market…to get and keep repeat customers
- 19. –W. Edwards Deming “Profit in business comes from repeat customers. They keep coming back and they bring their friends.”
Editor's Notes
- What is loyalty. What does that have to do with sales? Influence? Commitment? How do we see it? Most importantly, how do we create it?
- Webster defines it as ....... In business it is among the most valuable attachments you can have to Clients Customers Partners Investors It’s visceral. It’s emotional. It’s resilient. It’s not unbreakable.
- Take moment and please write down these 4 numbers as shown. Ok we’ll come back to those in a moment.
- The CEB, now part of Gartner, is a membership driven research company ......
- CEB undertook a request to study why in the face of the worst recession in history some sales professionals and companies were winning and wining big.
- Now take a minute and match the number I had you capture earlier and as a % of respondents who identified the biggest factor driving loyalty.... Let’s see a show of hands ....How many...
- Frankly they were shocked. What do you think of these results?
- When you hear sales experience I want you to think about any professional interaction where you are trying to earn more out of a relationship beyond “just having a relationship.” Let me illustrate this with a story.....
- at 500 ft
- At 5,000 feet
- At 50 feet