A consumer franchise is when a consumer patronizes your business to the exclusion of your competition. Do you have a consumer franchise with any of your clients? If you do, how did you achieve it? Advertising is simple when you think about it. What did you do with, or for, that consumer over time that they now buy from you at the exclusion of the competition? You may not know unless you ask, but isn’t it worth a conversation to find out? Isn’t it worth a few minutes to find out what single act or long term action you provided that took that consumer from being a
customer to being a customer with no thoughts of the competition? Sure it is. So, why don’t we do it? Why don’t we take a few moments to talk to our customers and find out what was so great and what is so great that they keep coming back for more?
I can tell you why. It’s usually a combination of things. One is that we are busy and they are a good customer. Why mess with a good thing? Right? Another is that we are not sure what to ask them. What if we say something that might offend them? What if we say something and they actually think about why they do business with us and can’t come up with a good reason? Scary, isn’t it?
But rest assured, when you embrace and relate to your customers on an even deeper level, you’ll have an even better customer. If you don’t feel you can find the right words to talk to your customer, give me a call, we’ll do it for you.
Jeff is President of Marketing Firepower and an experienced marketing professional. He has helped many business become successful through the effective use of advertising.
