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Jun
22

By

A Single Action Marketing Solution for Your Business.

Category: Business Strategy, customer relationship, Winner Choice Tags: , , , , , , , , , , Leave a Comment

IRaaS (Information and Recommendation as a service) requires nothing to implement. There’s no marketing plan, there’s no book to read, no training necessary, no content to create. It’s a Single Action Marketing.

It only requires one single action, which is easy and even enjoyable to do. Here is the baseline : “Send your customers to other businesses for free and See your business flourish”

To do So, All you need to do is create an IRaaS network of companies you trust.

That’s it. You’re good to go.

Here’s how it works:

  1. You join an IRaaS network
  2. You list your customers’ needs for products and services other than your own
  3. Your IRaaS network companies show you their products and services, and give you the information you need to make a solid recommendation to your customer.
  4. After reviewing and editing the information, you send the produces and services that best fit your customer’s needs to them.

You’ve built customer loyalty, trust, and advocacy, and made yourself a dead ringer for future referrals.

What are the benefits?

IRaaS is relationship-building solution for both existing customers and new prospects.  It has three immediate benefits:

  • Referrals Strategy: Once you show your existing contacts, clients, staff or community that you care about them beyond your need for their business, you’ll develop a reputation for being a great company.  That reputation will earn you constant referrals.
  • Networking/Reputation Strategy: IRaaS also allows you to become known and to build trust among peers and the business community. You create constant opportunities for other businesses. By doing so you build a network of colleagues and peers and you double your chances of referrals.
  • Keep-In-Touch Strategy: This strategy helps you stay in front of clients and new prospects on a regular basis using two different types of content strategy:
  1. Content Creation Strategy:  Create winning content about your business that gets distributed to qualified prospects through the IRaaS network. Through this strategy, you’ll be positioned as the most qualified to address the needs and interests of your prospects,
  2. Content Distribution Strategy:  Imagine being able to consistently create thousands of reasons and opportunities to stay in front of your clients and prospects!  IRaaS lets you do this on a weekly, monthly, or per-event basis. The more content you distribute, the more you stay in front of customers, build trust, and become top-of-mind with your clients.

By following these basic strategies, you’ll improve your marketing productivity.

You’ll put an end to the stress and uncertainty of marketing.

And you’ll have fun doing it. Promised.

Jun
13

By

I need help to choose, to find relevant information … Please Help.

Category: Business Strategy, Conversation, customer relationship, Winner Choice Tags: , , , , , , , , , , , , , Leave a Comment

The end of the scarcity age in developed countries resulted in consumers being overwhelmed by a huge number and variety of goods and services.

“Am I buying the right digital camera? Am I getting the best treatment for my chronic ulcer? Am I signing up for the right service?” becomes the inner voice of each consumer when he faces this “hell of choice.”

There are, in fact, vast amounts of information available to respond to these questions, and there are several channels, “But who has the leisure and the proficiency needed to sort through and evaluate all these products and services? [And] the burgeoning complexity of offerings, as well as the associated risks and reward, confounds and frustrates most time-starved consumers. Product variety has not necessarily resulted in better consumer experiences.” - C. K. Prahalad

As a result, consumers are lost. Information comes to them as noise. When consumers need answers, they may end up sifting through contradicting advice, opinionated content and a lot of pretty crappy material. They’ll waste plenty of time.

The unheard voice of the consumer behind all this data could sound something like this: “I want less data, not more data. I need to know what’s important, and I don’t have time to sift through thousands of Tweets and Friendfeed messages and blog posts and emails and IMs a day to find the five things that I really need to know. …Can someone please do this for me? Please? I need help.” – Erick Schonfeld

Netflix, like Amazon, has figured out that helping people make choices is the key to market success. People won’t buy things if they can’t make fundamental choices, and most people won’t make as many choices if they don’t get a little help — without being barraged with too many questions.
That’s the trick. We don’t want to answer too many questions about what we’re looking for. Half the time we don’t know what we’re looking for (just browsing) and the other half of the time we are incapable of describing it ‚ or maybe that’s just me. Harvard professor Daniel Gilbert details people’s inability to understand or describe what makes them happy in his book, « Stumbling on Happiness ». We think that many of those same mental barriers exist for people shopping or searching online, and we believe a good recommendation platform is essential to overcome them.” Rob Rustad, From Collarity.com.

How to transform helping your customers to choose and find relevant information in a marketing strategy that built loyalty and growth for your business?

Send “Information as a Gift” your customers.

According to a 2004 Forum Corporation study on cross selling, 88 percent of customers with spending power welcomed product and service suggestions that help them. The same is true in the B2B world—clients prize sales professionals who empathetically understand their business and make suggestions on how to improve it.

What is information as a Gift?

“Information as a gift ™” means to pay attention to your customers’ and contacts needs and interests for products and services other than your own, and give them relevant and trustful information to help them reach good services providers.

Since one company alone can no longer autonomously create consumer experience, Linkcrafter members pay attention to their customers’ and contacts needs and interests for products and services other than their own, and send their customers to other business for Free as a powerful way to build loyalty and Growth.

Linkcrafter solution helps you send your customers safely and securely to other businesses as a powerful way to build Loyalty and grow your business. Yes, It’s about Sending your Customers to other businesses for FREE as a way to build Loyalty and Grow. And It works.

You become known as a powerful resource for others—and when you have the reputation for being a strong resource, people start turning to you for suggestions, ideas, names of other people, connections, etc. This keeps you visible and your business top-of-mind when people need your products and services. This, in turn, will greatly increase the number of referrals your customers will send to your business.

You don’t need Money to start. Information, Recommendation are intangible things you can give again, again and again without being left broke.

“Information as a gift ™” has a tremendous power to induce positive emotional connections to customers and contacts. The positive emotional connections in turn has the power to turn customers and contacts into voluntary advocates for your organization, generating a consistent word-of-mouth referrals and a Nonstop Viral Buzz for your business.

How it works?

“Simply go to that address book and list out the 20 percent of your contacts who matter most. Do you know their interests? Their biggest dreams and goals (professional and personal)? If you don’t then that is a place to begin. Once you do, mark down next to each name what specific actions you can take that will help that person realize those goals. What connections can you make for them? What knowledge can you transfer to them? Call them up. No agenda. No ‘asking for the business.’ Just deliver value relevant to them and keep doing it.”

Howard Mann

Jun
5

By

Send Your Customers to Other Businesses for FREE to Build Loyalty.

Category: Business Strategy, Conversation, customer relationship, Linkcrafter, Winner Choice Tags: , , , , , , , , , , , , , , , , , , , , Leave a Comment

“What you Say? Send My Customers to Other Businesses for Free as a way to Build Loyalty and grow my business!?”
It sounds like complete folly.
Why would I send my customers away?
It’s very unconventional, but terribly powerful.
And, It’s in this way that Linkcrafter is transforming the marketing landscape, changing the lives of small business owners, freeing millions of entrepreneurs from marketing stress and uncertainty.

Here we go, Instead of giving Planners, calendars, T-shirts, Mugs, coupons, or other material or monetary gifts to customers to build relationship, what in most cases fail to build loyalty, Linkcrafter helps you send your customers safely and securely to other businesses as a powerful way to build Loyalty and grow your business.

Yes, It’s about Sending your Customers to other businesses for FREE as a way to build Loyalty and Growth. And It works.

The old era of egocentric sales pitches never entertained the idea of sending customers to other companies, for any reason. They held on to their customers tooth and nail, even if they didn’t have anything the customer needed at the time.

Companies wanted customers to pay attention to their company, and no one else.

Apparently, no one ever mentioned to those companies that no business is an island.

Customers need more than one company to satisfy their everyday needs and desires. “No company owns enough resources – or can possibly own enough – to furnish unique experiences for every customer,” said C.K.Pralahad in The New Age of Innovation. “Companies must organize a constantly shifting global web of suppliers and partners to do the job.”

A customer experience includes satisfaction in all the customer’s needs for their everyday life. It isn’t enough to sell your customer the microwave oven that person needs. The customer also needs clothes, baby food, music, a good carpet cleaner, a certified massage therapist, and an antique hood ornament.

No company in the world could possibly give a customer every single thing he or she desires.

In short: it takes a village to create a customer experience.

You’ll be recommending companies to your customers that you personally have selected as the best for their needs. You won’t be giving them referrals to professional service and product providers simply because you’ve agreed to – you’ll be giving them the companies that you sincerely believe are the most qualified professionals to meet your customers’ needs.

And your customers will love you for it.

That reputation will buy you customer loyalty and enthusiasm that is impossible to get through any other means.

Linkcrafter marketing solution often sounds too idealistic to companies who have been in the era of the sales pitch too long. Many companies will be thinking, “Spending extra time and resources to help customers with their problems without any request for a sale, without any pitch at all? What’s in it for me?”

The more successful your company is at recommending other companies’ products and services that are relevant to its customer’s lifestyle and needs, the more likely it is that customers will extol the virtues of your company.

Your company gets a reputation for caring about people through this free exchange of information. When a person benefits from information you give them, they become an advocate for you. And the next time they hear someone looking for a service that your company provides, they’ll recommend you – in glowing phrases.

You can’t buy that kind of advertising.

Linkcrafter web based relationship management solution helps you to engage with other qualified companies to co-create customer experiences. You’ll work within a network of partners, all of whom can provide your customers with products and services that are outside of your area of expertise but that are essential to making sure the customer is completely satisfied.

Learn to Co-Create

Through Linkcrafter, you’ll be able to co-create complete experiences for your customers with other companies. You’ll collaborate with these companies to understand exactly what your customers need and how to get it to them.

Your customers will look to you as a resource, a guide, and a trusted ally.

Is Your Company Still in the Dark Ages?

Most companies aren’t prepared for this new approach to marketing. Companies who co-create customers experiences with other qualified companies will keep themselves far ahead of the competition.

How do you accomplish all of this? We’re not going to lie. It takes a change in mindset.

Business people become super-connectors, people who know a lot of people, and know their interests, skills, and needs of everyone in their social or business circle and connect them together.

Jun
1

By

Why your Customers are Not Recommending You?

Category: Business Strategy, Conversation, customer relationship, Winner Choice Tags: , , , , , Leave a Comment

Customers referrals is the lifeblood of your marketing and your success heavily depends on it. It’s the most valuable source of leads: four times more powerful and valuable than E-Mail or Direct Marketing campaigns, and nearly seven times more likely to result in sales and new business than leads from the Internet campaigns.

Do you know how many (or what is the percentage) of your customers that recommend or promote your business to friends or colleagues? Do you know why your customers are not recommending you?

The primary relationship between a business and its customer seems simple: the business supplies the customer a product or service in return for compensation.

There is an aftermath to that relationship that remains largely unexplored.

Businesses also hope for customer referrals, thus generating more customers.

The business, then, is hoping for two things: the customer’s compensation AND their referral. The customer only receives one thing: the product or service.

This chart below illustrates the current imbalance of customer-business relationships:

Business and customer relationship

Business and customers relationship

Customers are expected to give two services for one. That’s a lousy deal, and in this condition customers have no valuable incentives to give you referrals.

Many companies assume that they can entice customers to refer their friends by offering rewards like free products and discounts. “Sign up a friend and get one month’s membership free!” Theoretically, the customer will be so delighted by the idea of a free month’s membership that she will immediately rush out, grab her friend off the street, and drag her in to sign up for the product.

This hardly ever happens.

Monetary incentives rarely, if ever, have a long-term effect. Steven D. Levitt and Stephen J. Dubner explored the problem of incentives in their best-selling book, Freakonomics.  They found that the practice of doling out monetary incentives to reward behavior creates a system where people scheme to earn money, rather than actually bringing in people who are interested in the product or service.

In one example, they demonstrated that people who were financially rewarded for donating blood actually gave less blood than those who donated out of altruism.

We have a solution for you: Instead of giving Planners, calendars, T-shirts, Mugs, coupons, or other material or monetary gifts to customers to build relationship, what in most cases fail to build loyalty, provide “Information as a Gift ™” to your customers.

What is information as a Gift ™?

“Information as a gift ™” means to pay attention to your customers’ and contacts needs and interests for products and services other than your own, and give them relevant and trustful information to help them reach good services providers.

You become known as a powerful resource for others—and when you have the reputation for being a strong resource, people start turning to you for suggestions, ideas, names of other people, connections, etc. This keeps you visible and your business top-of-mind when people need your products and services. This, in turn, will greatly increase the number of referrals your customers will send to your business.

You don’t need Money to start. Information, Recommendation are intangible things you can give again, again and again without being left broke.

“Information as a gift ™” has a tremendous power to induce positive emotional connections to customers and contacts. The positive emotional connections in turn has the power to turn customers and contacts into voluntary advocates for your organization, generating a consistent word-of-mouth referrals and a Nonstop Viral Buzz for your business.

How it works?

“Simply go to that address book and list out the 20 percent of your contacts who matter most. Do you know their interests? Their biggest dreams and goals (professional and personal)? If you don’t then that is a place to begin. Once you do, mark down next to each name what specific actions you can take that will help that person realize those goals. What connections can you make for them? What knowledge can you transfer to them? Call them up. No agenda. No ‘asking for the business.’ Just deliver value relevant to them and keep doing it.”

Howard Mann

May
31

By

What is the most valuable source of leads?

Category: Business Strategy, Conversation, customer relationship, Winner Choice Tags: , , , , , , , , , , , , , 1 Comment

Recently, the Chief Marketing Officer (CMO) Council has conducted  a study with channel executives, distributors, resellers, and other channel representatives, asking the question: “What is the most valuable source of leads?”

Customers referrals came at the top: four times more powerful and valuable than E-Mail or Direct Marketing campaigns, and nearly seven times more likely to result in sales and new business than leads from the Internet.

Here is how the results look like:

  • 54% Customer Referrals
  • 14% E-Mail or Direct Marketing
  • 8% Internet
  • 7% Events
  • 7% Leads from Vendors
  • 3% Third Party Lead Generation Organizations
  • 8% Other

Why Customers referrals is so powerful and valuable?
Simply because they command instant credibility, and when customers talk about your business, they have personal stories to share, and could illustrate with real world examples how your solution worked and served them.

Customers are your Natural Advocates.

If your business is struggling to attract clients, it’s simple because you don’t have enough advocates.

Your advocates are customers, prospects and even strangers who like you and your business. They can’t help but singing your praises to the world.

Your business flourishes when more than 10% of your customers become advocates; You thrive when 30% turn advocates and you become irresistible when like Apple 78% of customers are your fans, and go beyond advocacy to create Ads for your brand with their own money and resources.

Frederick F. Reichheld and Thomas Teal found that an increase of 5% of your advocates will yield your profits 25 to 95%.

In average a person has 11 to 12 intimate contacts, 150 social contacts and from 500 to 1500 weak ties. Look what will happen to your business if you succeed in the next 12 months to turn 12 to 15  customers into your business advocates:

Number of Intimate Friends

Intimate friends of your Friends(x12)

Social contacts of your Friends (x150)

Weak ties of your Friends (x1500)

Potential reach through your Friends network

1

12

150

1 500

1 663

2

24

300

3 000

3 326

3

36

450

4 500

4 989

4

48

600

6 000

6 652

5

60

750

7 500

8 315

6

72

900

9 000

9 978

7

84

1 050

10 500

11 641

8

96

1 200

12 000

13 304

9

108

1 350

13 500

14 967

10

120

1 500

15 000

16 630

11

132

1 650

16 500

18 293

12

144

1 800

18 000

19 956

13

156

1 950

19 500

21 619

14

168

2 100

21 000

23 282

15

180

2 250

22 500

24 945

If you succeed to have 15 customers as advocates, you could reach up to 24 945 contacts, without measuring the cascading effect of their referrals. Your marketing will automatically go on autopilot: with the social medias, Blogs, E-mail, twitter, Facebook, Myspace, etc. customers today has an increased ability to share personal experience and sing your praises to the world.

May
29

By

How Graphic Designer James Dean Use "IRaaS" to Attract Clients.

Category: Business Strategy, Conversation, customer relationship, Linkcrafter, Winner Choice Tags: , , , , , , , , , , , , , Leave a Comment

IRaaS is helping Thousands of web-workers (designers, programmers, copywriters, publishers) and freelancers to build a continual referral stream around there business without spending a single Dollar in advertising or wasting precious time in networking websites and events.

James Dean is a graphic designer in Los Angeles. He loves his job and clients. He knows deep down that when a client comes to him for a graphic work it’s because he has a much bigger project. James knows well how difficult is it sometime to find good services providers. So, He is always trying to help, asking his clients about their needs for services other than what he could provide  directly to them. He asks about their business purposes and challenges. In this way, he collects precious information and send his customers to a network of trusted providers.

James send his customers who need website search engine optimization to SEO experts, his customers who need content edition to copywriters, etc.

    The system works the same way for the Seo experts who send his customers to copywriters, copywriters who send their clients to graphic designer and so on.

    When James doesn’t know a contact to refer directly to, he posts his customers needs to the community on Linkcrafter who send him proposals that he reviews and rates before sending them to his customers.

    James uses Linkcrafter as  an utility to build customers relationship, and create bonds that make his customers talk positively about him and his business.

    Besides, James gains reputation inside his business community. James sends his customers to other businesses for Free. He NEVER ASK anything back. The Power of Linkcrafter is in this very simple sentence:  James sends his customers to other businesses for Free, He NEVER ASK anything back.

    Each befriended  customer by “Information as a Gift” becomes James advocate, infecting the world with the narration of his positive experience.

    The more successful your company is at recommending other companies’ products and services that are relevant to your customer’s lifestyle and needs, the more likely it is that your customers will extol the virtues of your company.

    They’ll reward you for it, too.

    Your company gets a reputation for caring about people through this free exchange of information. When a person benefits from information you give them, they become an advocate for you. And the next time they hear someone looking for a service that your company provides, they’ll recommend you – in glowing phrases.

    “Information as a gift ™” has a tremendous power to induce positive emotional connections to customers and contacts. The positive emotional connections in turn has the power to turn customers and contacts into voluntary advocates for your organization, generating a consistent word-of-mouth referrals and a Nonstop Viral Buzz for your business.

    May
    17

    By

    How Email Marketing Has Changed With IRaaS?

    Category: Business Strategy, Conversation, customer relationship, Winner Choice Tags: , , , , Leave a Comment

    Email that creates customer annoyance:

    “We’re having a huge sale! There’s tons of stuff we want you to buy! Come in now! Drop everything you’re doing! We don’t know what you’re doing, but it surely not as important as BUYING STUFF FROM US!”

    Email that creates a great customer experience:

    “Dear Jonathan,

    In our conversation last week, you mentioned you were looking for a good solution to your spam filter problem. I looked into it for you and found some of what I think are the best companies on the market offering that service. You’ll find the contact information of a few people who can go into greater detail at each of those companies attached.

    I hope this helps you get that problem solved. If you need any more information, please don’t hesitate to get in touch.

    Best regards,

    Tim Parson”

    If you need any further convincing on which approach is likely to incite a better customer response, think of what the customer is likely to say to a friend or colleague looking over his shoulder.

    Typical Sales Email Response:

    Jonathan: “I hate companies who send me tons of stupid emails.”

    Friend: “Yeah, me too. Who is it this time?”

    Jonathan: “Wal-Mart. This is the third email they’ve sent me about this sale.”

    Friend: “Those guys are really starting to annoy me. I took myself off the list last week, they were starting to fill up my inbox.”

    Jonathan: “You know, I think I’ll do that. I’m tired of dealing with it.”

    That company not only lost a customer from its email list, but it also managed to get its name associated with annoying both friends. Not the sort of company image anyone wants.

    IRaaS Email Response

    Jonathan: “Oh, wow. That was nice.”

    Friend: “What?”

    Jonathan: “I met this guy, Tim Parsons, he runs a graphic design firm. We were talking the other day and I mentioned I needed a good spam filter. He just sent me a bunch of names for that.”

    Friend: “Hey, that is really nice. What’s his name again? My sister needs some graphic design work done.”

    Jonathan: “Tim Parsons. Here, I’ll give you his email.”

    Friend: “Thanks. She’s been looking for a good firm.”

    Jonathan: “Tim’s a pretty great guy. Tell him I sent her over, he’ll take care of her.”

    Tim just got himself a new client and two advocates. Jonathan and his friend are likely to remember his name every time anyone mentions needing a graphic design firm. All that because Tim took a little time to take care of someone who wasn’t even his client – which lets Jonathan and his friend know that Tim is likely to take a LOT of time to take care of someone who IS his client.

    That assurance that Tim really cares is why Jonathan’s friend feels comfortable recommending him to his sister – even though they’ve never met and he’s never used Tim’s services.

    May
    15

    By

    Who are Your Company's Evangelists on Social Medias? And Why?

    Category: Business Strategy, Conversation, customer relationship, Winner Choice Tags: , , , , , , , , , , , , Leave a Comment

    Two kind of people are actively talking about you on the social medias (blogs, twitter, social networks, consumers forums, buyers forums, etc.): Your detractors and Your Promoters.

    There is in fact a third kind of people who are just spectators: your passive satisfied customers. They won’t move their fingers to defend you or write a testimonial about you.

    Social medias are the conversation engine of  today. Most consumers take their buying decision based on the opinion of your Promoters and your Detractors. You need to care about this, because The new economy is based on advocacy. For example, a Mckinsey marketing study found that 2/3 of US economy is now based on advocacy:  Friends telling friends what is hot and what is not.

    Only 14% of people trust advertising, 69% are interested in advertising blocking technologies, and 78% of consumers trust one to one recommendation from friends.

    That’s the reason why the Law of the few in marketing states that 90% of your present customers are brought to you by 10% of your contacts (customers, prospects, friends or strangers) who like you. These people are your  Natural advocates. They are your Friends, your Evangelists.

    Your Detractors and Promoters have one thing in common: they are emotionally engaged in, express appreciation based on personal experience. Ones say “I love them”, Others say “I hate them”.

    Your Promoters are customers, prospects and even strangers who like you and your business. They can’t help but singing to the world nice songs about how great, how magnificent, how terrific you are. They are your advocates.

    Your business flourishes when more than 10% of your customers become advocates; You thrive when 30% turn advocates and you become irresistible when like Apple 78% of customers are your fans, and go beyond advocacy to create Ads for your brand with their own money and resources.

    Frederick F. Reichheld and Thomas Teal found that an increase of 5% of your promoters will yield your profits 25 to 95%.

    You detractors are customers who don’t like you and your business. Contrary to a popular belief, Your detractors are not customers who are not satisfied with your product or service. Marketing research revealed that 68% of customers who defect and become your detractors do because of the way they have been treated by your employees during a transaction or customer service operation.

    They are unhappy because of they way you’ve treated them, and they want the whole world to know how bad you are with your customers.

    You business is stagnant because your Promoters are less than 10% of your customers base. Your business suffers from mixed image and faces marketing struggle because the percentage of your detractors are over the percentage of  your promoters.

    All businesses have detractors, but you need to be careful, and actively take action to limit their number and address their complaints.

    I strongly recommend the following two articles for reading:

    1. The One Number You Need to Grow
    2. Customer Satisfaction and the Success of Your Organization

    May
    7

    By

    Customers Satisfaction and Loyalty are not Enough Anymore.

    Category: Business Strategy, customer relationship, Winner Choice Tags: , , , , , , , , , , , , Leave a Comment

    Most of satisfied customers won’t become loyal customers, simply because these customers could find hundreds of other companies or products that could equally or better satisfy their need.

    Most of loyal customers won’t recommend your business, simply because they won’t bother their friends recommending a company they think it’s a personal choice between hundreds of equally good choices around. They respect their friends choice, because they know that there are equally good choices outside there.

    In most cases, Customers defection is not related to your company product or service quality. A company with a good product or service could see his customers defect in drove. Customers don’t defect because they are not satisfied with your service or product.

    So, Don’t take customers defection personally, because it is not related to you, but to the overwhelming fact that, today 98% of businesses are commodity businesses. There is not so much in product  characteristics or service innovation that really distinguish them from each other. They are all exchangeable without any loss in value proposition or value for money.

    These reasons explain why even a business with a great product or service could fail to attract enough customers to succeed, or found itself in the situation of loosing customers.

    On March 1996, Frederick F. Reichheld and Thomas Teal found that on average, U. S. corporations now lose half their customers in five years. With the powerful emergence of Internet these last 12 years, we can say with confidence that today, most companies lose half their customers in less than 2 years. Not because they don’t innovate, not because they don’t have great product or service, not because they didn’t try to keep their customers with sophisticated CRM systems or loyalty programs.

    Customers Satisfaction and Customers Loyalty are not Enough anymore.

    All marketing departments around the world know that 5% increase in customers retention will yield 25% to 100% increase in profits. That’s why Modern marketing is basically about retaining customers and building loyalty, not Looking for new customers.

    So, how to improve customer loyalty in a business environment ruled mostly by commodity businesses?

    It’s about Perception, not Products
    How do your customers perceive you? As a product seller, or an experience seller?

    In the experience economy, your product or service is the customer experience. The experience economy is about orchestrating memorable experiences for the customer; and it’s the memory of these unique experiences that becomes the product or service you are selling. In the experience economy,

    Customer is the product. Of critical importance is the takeaway feeling your customer has about you or your product. The memory of this feeling creates you and your business at the same time it creates the Customer.

    Remember, in the experience economy, people are not buying a product…they are buying an experience, an experience they won’t forget. Once you get in the mind of your customer, your loyalty program goes on autopilot.

    “Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant.” Jeneanne Rae

    Apr
    10

    By

    One to One to Millions: The power of Befriending One Customer at a time.

    Category: Business Strategy, customer relationship, Winner Choice Tags: , , , , , , 1 Comment

    In 99% of cases, when we advice business people to become consumer-empathetic, and show them the benefits and the measurable results some businesses obtained with this approach, they are fully convinced.

    Then they will ask: “How it works your “consumer-empathetic” system? “

    The answer comes simple: Befriend your customers and contacts One at a time.

    The IRaaS strategy is to change strangers into friends, friends into advocates, and advocates into customers.
    It works by offering “Information as a Gift” to strangers, friends, customers and contacts.

    For established companies, it works by sending your customers to other businesses for FREE and see your business flourish instantly.

    The more successful your company is at recommending other companies’ products and services that are relevant to its customer’s lifestyle and needs, the more likely it is that customers will extol the virtues of your company.

    They’ll reward you for it, too.

    Your company gets a reputation for caring about people through this free exchange of information. When a person benefits from information you give them, they become an advocate for you. And the next time they hear someone looking for a service that your company provides, they’ll recommend you – in glowing phrases

    You can’t buy that kind of advertising.

    IRaaS is not a mass marketing approach. It’s, instead, a mass niche marketing system, that goes from One to one to millions clients, befriending One customer at a time and turning each befriended stranger, customer or contact into your business advocate, infecting the world with the narration of their positive experience.

    This is The most powerful positive conversation Starter.

    Remember, we said “to befriend one person at a time!”.
    Most marketers will exclaim to this statement with astonishment and signs meaning “that’s impractical”, “that’s impossible”, “that’s not possible in our industry”, “Our business is different”…

    The mere truth is that most people in marketing and advertising positions today have been trained or formatted to think that “mass marketing is the King” and have sound expertise ONLY with the “big bang” approach: to reach thousands or millions with a single message at a time.

    This approach has worked, and still works for many marketers, but its efficiency and effectiveness are losing ground. Customers acquired this way are lost the same way as they came, and to build loyalty you’ll need to invest vast amount of money, and slash your profit margin to keep them happy.

    There is no ending to this approach.

    Our previous post “Do you have the right to advertise?” explained very clearly the moment and situation in which You have the right to advertise and for what you have the right to spend your money.
    I strongly advise you to read this post. It’s one of the Best articles you could find on this blog.

    Will you have the choice to embrace or not IRaaS?
    The answer is clearly no…not if you want to survive and thrive.

    Traditional mass loyalty programs are failed
    As a species, we humans are a pretty narcissistic group.  For the most part, our goals and outlooks are very specific and very personal.  Which is why marketing methods which choose to ignore this fact and create collective incentive programs are doomed for failure.  It doesn’t take a genius to figure out that any incentive program that doesn’t first focus on the individual just won’t fly in today’s society.

    While some may see our self-absorbed tendencies as a minus, IRaaS saw them as an opportunity to develop a system that would help people achieve their individual goals.

    As marketing guru, Seth Godin puts it: “Different people have very different agendas. The key in understanding someone’s actions is understanding his or her agenda.”

    That’s why most of the traditional mass loyalty programs are failed, and have become a cost center for companies. They no longer have the power to differentiate your business, as these old-fashioned incentives don’t bring a lot of value to customer.

    As Anne Bologna put it “Forget Loyalty Programs; Touch hearts instead”

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