Marketing professionals tend to focus on lead generation that they often forget how the most significant source of leads is a happy customer. John Jantsch, the author of Duct Tape Marketing books and podcasts, eloquently speaks about a straightforward idea for gaining new business. Happy customers as members.
You can fill your sales funnel with leads, but often a delighted customer who has succeeded because of your efforts to support them is the best way to grow your business. Jantsch articulates this idea clearly and suggests that you think of your customers like members.
Not members like Costco members or in a subscription model but think about them as members you serve. Understand that if you can enable them to succeed, they’ll advocate for you and refer your business to you.
A member mindset
To keep someone as a member, you go above and beyond to make sure that you are helping them achieve their goals – not selling them stuff. What you must do for them is to help them successfully solve their problem. You listen. You hear their needs. You find ways to support their goals, dreams, and aspirations, not yours.
When your customer feels like they are a member, your investment isn’t in selling to them – instead, it is to understand their pain points and needs and provide them with products or services to help them succeed.
Are you treating your customers like members of your business to help them succeed or are you still stuck selling stuff to customers to help you achieve your goals?
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Jacqueline Munguía on Unsplash
