The Balance Sheet is full of assets. We have inventory, products, buildings, vehicles the list goes on and on. What most business owners seems to miss is the ONE asset that makes everything go the one asset that puts money in your pocket the one asset that is THE important asset: Your Customers. Your building could burn down, and you could lose your entire inventory, however if you kept a customer list offsite and had a strong relationship with your customers, you could build a business quickly.
In case you missed it, I just mentioned TWO powerful marketing lessons, if learned correctly, will make you a very wealthy person. First: Your customer list is your most important asset. Second: It is imperative to have a strong, emotional connection with your customers.
I keep bringing this up because so many retailers–and many of our members–are still missing this extremely important point even more critical with all the GOLIATHS we fight every day…Big Box Stores, Government passing laws making it more difficult to make money, The Internet, The Economy, Not enough time to get things done,.etc
Take a step back and look at every way you can create a stronger emotional connection with your customers. Can you communicate with them more each month by sending them a newsletter, a quick email, or calling them? Can you institute a Thank You card program for each person that comes into the store and/or buys from you? Can you use voice broadcast? Can you hold tele-seminars teaching your customers something? Can you send them a quarterly gift? Think about each and every way you make the relationship stronger. So strong they will feel guilty shopping somewhere else. Trust me, if done correctly; your competition will struggle stealing your customers. When you truly forge a strong emotional bond with your customer’s, it creates an extremely stable business.
So. If you are working too much IN your business or you are not working on something as important as this, STOP and focus your energies to forge this strong emotional connection, and then drop me a line to let me know how you are doing.
With Care,
Ethan Kap
Brett Kitchen
The Traffic Guys
