A $1M+ Lesson
Do your customers really value you at the level they should? If not, you will fail to retain them as long as you should; fail to maximize the frequency of their purchases; fail to get them to buy more of your other products and services; and fail to get the referrals you deserve…and of course, miss out on tons of profit.
Several years ago, after investing several hundred thousand in our landscaping, we were on our third gardener and I was once again less than satisfied and wanted to replace this gardener. Said another way, I PERCEIVED that the gardener was not doing a great job and that I was paying for hours where little was getting done.
One day I came home and the gardener was out in our front yard. He waved at me to come over by him. He proceeded to walk me around the yard and show me some of the extra things he was doing in order for my yard to be perfectly groomed. He showed me how he had trimmed my ornamental trees so that they would grow into perfect specimens.
After he finished sharing with me all that he had done, I quickly realized that my PERCEPTION was not in fact REALITY. And in just a few moments the gardener went from getting a grade C, and on the verge of being replaced, to getting a grade A and being irreplaceable.
Are you doing a good job ensuring that your customers perceive your products and services at the highest level?
If not, evaluate ways that you can help them to see the advantages you provide clearly. It can be as easy as sharing outcomes with them on occasion.
A dental newsletter client saw reorders and longevity skyrocket when they simply shared the number of leads that were generated from the newsletter and the lifetime value those patients represented. You see, the dentist PERCEIVED that they were getting few leads and PERCEIVED the value of these new patients was only the $70 initial visit fee. In contrast, the REALITY is they were getting far more leads and these patients expected lifetime value was over $6,000!
Take action on this tip and profit.
