November 2011
Intermediate to advanced
210 pages
4h 40m
English
53
The 10:100 Method
WOULD YOU RATHER HAVE A RAVING FAN or a satisfied customer? It is not a trick question. People are so focused on selling more, more, more that they never take a step back to evaluate if customers are happy or just satisfied. A happy customer is worth more than a satisfied customer. Too many businesses merely satisfy people rather than wow them. Happy customers are raving fans, and they should be getting your complete focus.
Raving fans are more loyal to your brand. They buy more of what you're selling more often. They spread the word about you. They become a strong brand advocate for you. Satisfied customers, in contrast, tend to keep their experience to themselves. Unlike your raving fans, your satisfied customers weren't so wowed that they have the desire or urge to share their experience with others.
Because most businesses are so focused on making as many sales as possible, they often overlook how customers feel when the purchase is over. Instead, the company quickly moves on to the next potential customer. This leads to what I call a churn-and-burn rhythm where businesses are always chasing the next sale.
There's no doubt your next sale is important, and you should know where it's going to come from. But when it comes to building a brand that lasts, don't get ahead of yourself.
The 10:100 method helps prevent you from getting too far ahead of yourself. Stop focusing on trying to convince millions of people to buy your product or service. Instead, shift ...
