I love my clients. They all have tremendous passion for their business, and genuinely believe in what they’re doing. And when you’re passionate about what you offer, marketing and sales become a lot easier, and your business is more profitable. Here’s why.
You achieve higher sales conversion and increased customer retention
I conducted some customer surveys recently to get feedback on particular aspects of my client’s business. When I asked what one word best describes them, one respondent answered, “Passionate. If you get Olly started you can really see it’s what gets him out of bed in the morning”.
My other clients are the same. Ask them a particular question, and they’re off. The passion is infectious and their customers feed off their enthusiasm, as they want to do business with them. The result is higher sales conversion with new prospects, as well as increased loyalty from existing customers, which results in longer tenure and increased opportunities to cross-sell.
Increased customer referral
What do you think happens to your word of mouth referral when you’re passionate about what you offer? That’s right, it also increases. When you’re visibly passionate, you inspire people, and they’re driven to refer you.
We implemented a referral marketing program for one client that rewards customers based on how many people they refer. The truth is their customers don’t need any incentive. They’re so inspired by the great experience that they’re happy to refer people regardless of the incentive because they want them to succeed. The referral program is really just a prompt to keep it top of mind, and a thank you to those who do refer.
Increased sales through customer understanding
When you’re passionate about providing your customers value, you’re more customer-centric and more likely to have a better understanding of what really frustrates them. The best marketers, and the best businesses, are the ones who understand their customer’s key frustrations the best and who are able to develop a better product or service that addresses their needs. And when you do that, your sales increase, often dramatically.
Committed to change
As an extension of understanding their customers better, passionate business people are committed to change. They want to deliver the best customer experience, so they’re happy to make changes. Sometimes that involves only a few tweaks to existing procedures, and other times it requires a total reinvention of how they deliver what they do. Either way they’re committed to something better.
The net result of all this is your business is more profitable.
Passion, enthusiasm and inspiration are not something you can manufacture. They’re generated by a strong belief in what you offer, a love of what you do and being focused on providing value to your customers, rather than just pushing for a sale.
What do your customers say about you? Do you motivate and inspire them with your passion? Or maybe you’ve experienced it yourself? How did it make you feel?
