Loyalty – Love that.

Part of searching for new customers is occasionally encountering those who hold you at arm’s length because of their loyalty to a current supplier. Inevitably they will tell you stories about how their current vendors have gone the extra mile for them. Our instinct, when attempting ot get business, is to be defensive and try to overcome that statement of loyalty. That is the exact wrong thing to do and it will do nothing more than alienate that prospect, which means that it’s unlikely you will ever get their business.

The first thing to do when someone describes his or her loyalty is to compliment them. If you really think about it, it is a good character trait. Would you like all of your customers to be so loyal that they throw all competition out the door? Second, explain to them that loyalty is a rar commodity, and it is all too often missing in business today. Remember, loyalty comes from customer delight. I fyou do it, they’ll want it. Make sure you are ready to catch them when they fall, and you’ll have a new loyal customer.