To grow our business you want to attract loyal customers.
A ‘Personal Business Personality’ is a means of creating a personable business brand which magnifies the character and values of the business and personality behind the business. It is a benchmark of the values, attitude and interests that is consistently portrayed in your brand and helps your customers (potential and existing) identify with the business. In simple terms; if you are a colourful person, become a colourful business to attract colourful customers.
The study of interpersonal attraction is a major area of research of Social. The notion of “birds of a feather flock together” points out that similarity is a crucial determinant of interpersonal attraction. The more values, attitudes and opinions two people share, the greater the probability that they will like each other “like attracts like”. http://bit.ly/ZfU6rC
In the book “Raving Fans” written by Ken Blanchard, he describes raving fans as customers who not only come back, but go out of their way to promote and purchase your products and services. Blanchard states that ‘to create raving fans, it is imperative that you provide service far beyond “satisfactory” to ensure that your customers keep coming back’, http://amzn.to/16Momj9. I believe it is easier to exceed the expectations of Hot Customersbecause your business is naturally aligned with their values, attitude and opinions and you instinctively know how to please these customers
There are 3 Categories of Customers:
Hot Customers – these people that are most aligned to your Personal Business Personality, character and values. These are your loyal fans, they are magnetised to your business because they recognise the same values in themselves.
Warm Customers – are the next circle away from your hot customers. These customers are attracted to your business because they share similar values or share a few of the same important values of your Personal Business Personality. They recognise elements that are in themselves and so are interested and curious but not compelled like Hot Customers.
Cold Customers – will never be satisfied, whatever you do you cannot get these customers to like or warm to your business. Cold customers are polar opposite and not interested or curious in what you have to offer them, they speak a different language, they have nothing in common with the values of the business and they will only cost you time and energy.
There is a compelling reason for creating a Personal Business Personality and attracting your Hot Customers or Raving Fans. Hot Customer are your loyalist customers, they will grow your business: They usually represent no more than 20% of your customer base, but make up more than 50% of our sales. http://bit.ly/ZMz7M7
Your business will accelerate faster if you look after your Hot Customers, they will promote your business to their friends and colleagues, other potential hot customers remember ‘like attracts like’. You will need many more warm customers to have the same effect as a hot customer, but cold customers will erode your business.
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Janice B Gordon: The Problem Solver Business Growth Consultant, Mentor, Speaker and Author. Business Evolution – Creating Growth in a Rapidly Changing World will give you the guidance you need to evolve you and your business and exceed your customers wants and needs.