Would you be willing to try out a new plumber or electrician for repairs around your house? If they appeared competent and their prices were reasonable, why not? I'm guessing you would probably be especially open to the idea if they offered something a little different or better than your current supplier.
How about your trusted personal physician or financial advisor? Not so fast. Perhaps, like me, you've been captive on a delayed airplane flight and resorted to perusing one of those in-flight magazines they leave in the seat pocket. And you may have seen the paid advertising section for the “best” doctors in America. Did you immediately think about firing your own doctor and hiring someone in the ad? Probably not.
So what commands your own loyalty? Why is it that certain people are interchangeable, while others feel irreplaceable to you? It's important to understand this dynamic. If you can develop loyal clients who actively root for you—who enthusiastically promote you to others—there's no limit to the growth potential of your business.
Are you creating personal promoters?
There is a big difference between a satisfied client and a personal promoter. Satisfied clients feel you've met their expectations. You have delivered what you promised. They will likely serve as a reference if asked. They would probably use you again. Or maybe not, ...
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