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TES 080 - How to Create a Compelling Customer Promise
In this episode, #1 Bestselling Author and Highly Acclaimed business & Entrepreneur Expert, Mel Abraham, talks about how you can create a compelling customer promise so that you not only end up with customers for life but with evangelists who are ready to do anything for your business.
If you don’t get this right, you will have no distinction in the marketplace, the perception of your value is low and you end up with customers who are runaways. They will buy from you but there is no loyalty and connection. But if you get it right, competition will fade away, your price will not matter and you will build an army of evangelists.
To make it happen, here are the principles that you need to know:Expectations are transactional,Be focused on their identity, andCreate a buzz from the delivery.The Customer Promise Amplifier
This tool allows you to figure out how you deliver your promise to customers in terms of execution, perception, buy criteria, type and impact. There are 3 levels to this:
Expectation level
At the bare minimum, your execution is based on their expectation and you meet it. The perception in the marketplace is that you’ve got a commodity that you are offering and it’s without any distinction. The buying criterion is the cost and you have satisfied customers who end up being leavers or runaways.
Desire Level
This is the minimum level that you want to serve. Serve their desires and you have elevated above their expectations. They will look at you and your offer as a premium and the buying criteria is not much the cost but the utility or the impact that it’s going to have in their life. You will have happy customers and they will become repeaters who keep coming back.
Unexpected Needs Level
You do completely unexpected things so that your customers will look at it and perceive it as extraordinary. Their buying criteria will be based on their identity and you will have customers who are your fans. It will cost you money but in the long term it’s going to pay back as the impact you have will create evangelists who are willing to vocalize for you and are out there talking you up.
____________________
THE ENTREPRENEUR'S SOLUTION
The Entrepreneur's Solution is a weekly entrepreneur, business, wealth and lifestyle show where entrepreneur, speaker and author Mel Abraham reveals all of his business and entrepreneur building strategies. Mel is one of our time's most sought after mentors and speakers that not only teaches but also lives what he teaches. Discover how to design, create and build your business so it gives you the life and lifestyle you want.
Subscribe to the free entrepreneurial podcast here: http://melabraham.com/podcast
The Entrepreneur's Solution Blog on Tumblr: http://melabraham.com/blog
____________________
SUBSCRIBE AND FOLLOW
Join Mel's FB Fans: https://www.facebook.com/melhabraham
Tweet Mel: http://twitter.com/MelHAb
Instagram: http://instagram.com/legacyentrepreneur
LinkedIn: http://www.linkedin.com/in/melhabraham
Website: http://MelAbraham.com
View all episodes
By melabrahamIn this episode, #1 Bestselling Author and Highly Acclaimed business & Entrepreneur Expert, Mel Abraham, talks about how you can create a compelling customer promise so that you not only end up with customers for life but with evangelists who are ready to do anything for your business.
If you don’t get this right, you will have no distinction in the marketplace, the perception of your value is low and you end up with customers who are runaways. They will buy from you but there is no loyalty and connection. But if you get it right, competition will fade away, your price will not matter and you will build an army of evangelists.
To make it happen, here are the principles that you need to know:Expectations are transactional,Be focused on their identity, andCreate a buzz from the delivery.The Customer Promise Amplifier
This tool allows you to figure out how you deliver your promise to customers in terms of execution, perception, buy criteria, type and impact. There are 3 levels to this:
Expectation level
At the bare minimum, your execution is based on their expectation and you meet it. The perception in the marketplace is that you’ve got a commodity that you are offering and it’s without any distinction. The buying criterion is the cost and you have satisfied customers who end up being leavers or runaways.
Desire Level
This is the minimum level that you want to serve. Serve their desires and you have elevated above their expectations. They will look at you and your offer as a premium and the buying criteria is not much the cost but the utility or the impact that it’s going to have in their life. You will have happy customers and they will become repeaters who keep coming back.
Unexpected Needs Level
You do completely unexpected things so that your customers will look at it and perceive it as extraordinary. Their buying criteria will be based on their identity and you will have customers who are your fans. It will cost you money but in the long term it’s going to pay back as the impact you have will create evangelists who are willing to vocalize for you and are out there talking you up.
____________________
THE ENTREPRENEUR'S SOLUTION
The Entrepreneur's Solution is a weekly entrepreneur, business, wealth and lifestyle show where entrepreneur, speaker and author Mel Abraham reveals all of his business and entrepreneur building strategies. Mel is one of our time's most sought after mentors and speakers that not only teaches but also lives what he teaches. Discover how to design, create and build your business so it gives you the life and lifestyle you want.
Subscribe to the free entrepreneurial podcast here: http://melabraham.com/podcast
The Entrepreneur's Solution Blog on Tumblr: http://melabraham.com/blog
____________________
SUBSCRIBE AND FOLLOW
Join Mel's FB Fans: https://www.facebook.com/melhabraham
Tweet Mel: http://twitter.com/MelHAb
Instagram: http://instagram.com/legacyentrepreneur
LinkedIn: http://www.linkedin.com/in/melhabraham
Website: http://MelAbraham.com