“It’s not our customer’s job to remember to buy from us. It’s our job to remind them.”
This is one of my favourite quotes, and an everyday mantra in our respective businesses, MG Cannon, Turkish Villa Holidays and Computers DotCom.
You see it reminds me every single day that as much as we love our customers, and they normally love us in return, they see so many brands every day that we need to remind them we are the answer to their problem…. Whatever that is today and however different it was to their last problem.
I experienced this in reverse recently when I commissioned John Rose Photography to undertake some commercial work for us. Why? Because over recent months, during which time I wasn’t actually in the buying zone, they had constantly reminded me through their commercial product offer that they were the ‘go-to’ commercial solution for when I was ready to buy because they looked good, they looked like the experts.
Because of our mantra, I really got this and respected that they had stayed in touch and kept me aware of their innovations, without any hard selling to me.
Think about your partner at home for a second. When is goes quiet is that usually a good sign or a bad one? Exactly!
In our businesses we understand that if our customers are not hearing our messages, they are hearing nothing, or worse, only hearing our competitor’s version.
Looking back, I guess what John Rose Photography did was to ensure there was no long term silences and ensured that they were remaining logged in my mind all the time. This was done in an easy going way. I guess I never even noticed sometimes.
“Would you rather they were satisfied or loyal?”
You think they’re the same thing right? Wrong. So wrong.
Think about your partner at home again. If you had to choose, would you rather they were satisfied or loyal? Not the same now is it ? No, definitely not the same!
What this dose of my own medicine showed me was that leading up to, during and immediately after the commercial shoot, I was satisfied. John Rose had taken some great professional shots that would ensure our brand continued to stand out from our competitors in future.
But then something else happened. Their follow up and attention to detail in ensuring they had completely followed through with, and fully met, the brief changed me from being a satisfied customer to a loyal customer, and that is an important step to take.
“Relevance Drives Results”
As diverse as they are, they all had one thing in common and it’s the same one thing all failed businesses, in all industries, in all of history have had in common…
They stopped being relevant to their customers. And because their customers decided they weren’t relevant anymore they found someone or something that was.
Borders customers found Kindle, Blockbuster customers found Netflix…. and so on.
What I liked about John Rose Photography’s offer was that they showed me they weren’t in it to sell me one commercial shoot, they were in it to be our long term media partners and had videography and other innovations in their skillset ready to ensure they would make that happen. This was much more refreshing and enjoyable than being sold to for a quick sale.
“So, how did your own medicine taste?”
Pretty good. It certainly helped me and I’ll keep it to hand ready for next time.
I’d probably describe it something like “had seen it on the shelf, noticed it looked good, so tasted it one day, found it easy to use, refreshing and enjoyable. Easy to swallow with a sweet, instead of bitter, after taste.
Sounds more like a good wine doesn’t it? Well I guess if it had of been wine instead of medicine, I would definitely go for a case next time….much more fun than medicine.