The Importance of Customer Loyalty

Original post from Anthony Iannarino

Companies Aren’t Loyal. People Are.

In the business-to-consumer world, a client list is made up of the people that business serves. It’s a list of actual people who have made a decision to buy from a business.

The business-to-business world is different. Our client lists are mostly made up of the names of companies we serve. We are proud of the company names on our list, so much so that we create PowerPoint slides and web pages to display their logos for all the world to see.

But the truth of the matter is, we don’t serve these companies. We serve a subset of the people who work for them. A client list of company names is the byproduct of the work we do with the people within that company.

If you want loyalty, you need a different list.

You can’t buy loyalty.  It isn’t something that appears out of thin air, not can you find it just by looking.  In order to gain loyalty, you need to work for it.  Loyalty is earned, and it takes time to develop a relationship with your client before it is attained.  It requires hard work, execution, and commitment to quality and service, and without establishing a solid foundation of trust, you can never fully built loyalty with your clients.  For your business to succeed, customer loyalty must exist, otherwise, you’re just another wave in the sea of competition.

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