Minding Your Own Brand

Why isn’t every day ... Continued

Not only did this small but extraordinary gesture win over the small business owner who will likely come back to this banker for his other banking needs, but it also made the banker feel good about what he had done. This interaction gave both the banker and the small business owner a story they could tell others like myself in order to describe how his bank is different. They are now able illustrate how this bank is truly about providing service and how they value all business relationships even when the bank may not have the right products for you. This story shows that unlike the store, this banker truly appreciated the value of ALL customers, even those who don’t result in a sale.

Companies need to cultivate a culture which develops true relationships, exceeds expectations and creates extraordinary experiences which build passion amongst both employees and customers. This passion will aid in the recruitment of advocates who will do everything in their power to see that the organization succeeds and because of this the company will ultimately achieve financial results. So, instead of only appreciating customers when there is a sale, why not make every day customer appreciation day?

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

< Back

Click Here to Read Current Issue

This Month's Recommended Reading

The Little Red Book of Selling

12.5 Principles of Sales Greatness

by Jeffrey Gitomer

Buy the Book