Volume #6

How to turn your customers and clients into raving fans

“Do what you do so well that they will want to see it again and bring their friends”
WALT DISNEY

Imagine the difference in your business results if dozens of your clients or customers suddenly began telling everyone they know how good it is to do business with you.

In other words these customers became what we call ‘raving fans’ for your products and services. They couldn’t wait to tell their friends, family and colleagues about the wonderful experiences they have had with you and your business.

This is what we call positive ‘word of mouth marketing’ where one delighted client or customer tells many other people about how good you are at what you do, and how enjoyable it is to do business with you.

Here's why positive word of mouth marketing is so important:

In his excellent book 'Turn your customers into your sales force' Author Ross Reck quotes the following startling figures.

"25% of your success in business is getting a sale from a customer.

Another 25% of your success comes from getting repeat sales from a customer.

A whopping 50% of your business success comes from getting existing customers to recommend and promote you to their friends, associates and colleagues."

So how do you turn your customers and clients into raving fans?

It’s simple. Just use the magic of Lagniappe.

Lagniappe (pronounced LAN yap) is a word that is used primarily in southern Louisiana and southeast Texas and refers to an "unexpected something extra."

It could be an additional doughnut (as in "baker's dozen"), a free "one for the road" drink, or possibly a complimentary dessert for a regular customer.

Lagniappe is giving your customer a little unadvertised, unexpected, unasked-for extra. This little extra is often remembered long after the purchase.

Here are some great examples of using lagniappe to turn customers into raving fans...

The Car Dealer and the movie tickets:

I brought a new car a few years ago. Three weeks after the purchase I received two free movie passes from the car dealer; along with a short note thanking me for my business. When I brought this car; I was regularly speaking to several hundred business people a month at live seminars. I told all these people about my delightful little added value bonus from this car firm. I also went back two years later and bought another car from the same firm.

The machinery for farmers with the personal notes:

This is a story of a business that started a short time ago, with very little capital, and that's now turning over $3 million a year and exports internationally. The business designs, makes and sells special equipment for handling sheep. One factor that played a big part in their success was in how they involved their people in the company's development and growth.

Here's an example of the kind of thing they did:

Let's say you're a woolgrower and you've just bought one of their machines. Within a week you get a 'thank you' letter. Naturally, you're impressed that someone cares enough to do that. But then two weeks later, you get another letter, this time from the person on the production floor who actually welded up the machine!

The letter talks about how "it's good to know you've bought one of our machines" and how "I really hope it's working out well for you".

The letter even suggests that "...if anything at all looks like it's not exactly right, please give me a call because I helped make it and I'd hate for the machine not to be performing exactly right for you".

The effect was amazing. The owner reported, "I've had farmers on the phone almost crying with emotion they can't believe that anyone could be so human".

"The guys on the factory floor say it's terrific, too. The effect on their motivation has been incredible".

What a way to build a team. What a way to get everyone involved with the customer.

The Dentist and the phone call:

I was on holiday in another town a few years ago and had a tooth ache. I went to a local dentist who fixed my problem. What was unusual was this same dentist phoned me that night in my hotel to make sure I was okay. He also phoned me a few days later, when I was back in my home town, just to make sure I was fine. I was very impressed with this great follow up service and have told dozens of people about it.

How many times have you ever had a follow up call from any business let alone a professional services firm like a dentist?

The appliance shop and the pot plant:

I have heard from a dozen different customers about an appliance shop in my home town. Several days after you buy an appliance from them they courier out to you a beautiful pot plant and a lovely thank you note. The owner is making sure you tell everyone about your positive experiences dealing with his store. One of the people who works for this store told me that their clients rave about their unexpected free gift. It generates a lot of referral and repeat business for them.

How many times have you received an unexpected gift from a business thanking you for being a customer?

Important Dates Reminder Service:

I was reading recently about something a gift shop does after a person becomes a client and purchases something from their store. They offer a free special occasion reminder service to all their clients for important dates in their lives. These are things like birthdays and anniversaries of family members and friends. So a client would give the gift shop details of some important dates in their life.

It could be a wedding anniversary, birthdays of family members and friends etc.
The gift shop would then contact their client at least a week before each of these dates and remind them that it was coming up. They would also suggest an appropriate gift and card to mark the occasion.

Clients of this gift shop loved this service because it made their life simpler. They were now far less likely to forget an important occasion like an important birthday or anniversary. And they also had a good amount of time to select a great gift.

Naturally the gift shop had a good increase in sales by offering this service. They also have something to talk about that sets them apart from their competitors. (I have shopped in dozens of gift stores and never been offered a helpful service like this.)

As you can see there are many simple ways of providing customers and clients with lagniappe.

The key is to pick one or two things that you could do and then start doing with your own clients and customers.

Providing your clients and customers with lagniappe or that little unexpected bit of added value is all you need to create dozens of raving fans.

And with dozens of raving fans actively recommending your business it’s very easy to get new sales and higher profits with very little effort.

Action Exercise:

Write down five simple ways that you could use the principle of lagniappe with your clients this month. Then use some of these things with several dozen clients and notice what happens.

Have a wonderful month and I’ll be in touch again soon with the next volume of Easy Business Success.

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You can contact Graham on Graham@twomac.co.nz

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