One of the most imperative factors in business is the influence of customers on other customers.  In the new competitive landscape, present customers become marketing advocates by influencing new customer decisions because of their appreciation for organizational value.  As customers assume an implied marketing role there is less rigor to the organization thereby increasing revenues.  Consumers invest in those they trust and there is no better trust than that from existing customers.  Simply put present customers help manifest allure.  Here are four techniques to increase customer attraction: 

  1. Customer Service – With customers becoming more demanding, service is the key differentiator.  Hire correctly and ensure your organizational framework aligns with customer culture.
  2. Value Proposition – This brief statement denotes the benefit(s) that a client receives from working with you.  It is outcome based and focuses all attention on client outcomes not process.  Present customers must be able to repeat it- verbatim!
  3. Transparency – Social media does not allow for much imperfection.  Be decisive and more important candid on customer issues.
  4. Innovate Do not Alienate – Avoid processes and procedures of competitors.  Use “live” personnel to assist customers, diminish paperwork and return calls timely.

The list above is by no means exclusive or meant as a means to an end.  Organizations that desire deeper market penetration and increased brand should use a multitude of methods to increase community value.  With the amount of current marketing noise one method will be crushed under the weight of competition.  Yet an acute focus on customer influences might actually decrease marketing expenditures and increase revenues.

Author: Drew J. Stevens Ph.D. (Dr. Drew) is the author of Split Second Selling and the soon to be released Ultimate Business Bible and six other business books on sales, customer loyalty, self mastery and business development solutions.  Drew helps organizations to dramatically accelerate revenue and outstrip the competition.  He conducts over 40 international keynotes, seminars and workshops per year.  Dr. Drew is the founder of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration.  To discover how Dr. Drew can assist your organization visit his marketing and sales website or call 877-391-6821.

©2010. Drew Stevens PhD. All Rights Reserved.