The Business of Influence – Building Customer Trust and Loyalty
It is evident that influence plays a substantial role in business. Entrepreneurs are often influenced by their business mentor and model their behaviour similar to the person they’ve learned under. Employees are influenced by the culture and vision of their workplace. Buyers’ purchasing behaviour is often influenced by the ones they trust.
It takes time to build that kind of trust and influence. Fortunately, there’s already a group of people out there who have earned the respect and trust. These people are likely authors, speakers, entrepreneurs or bloggers. Their words carry a lot of weight and able to deduce an impact with your target market.
Influence marketing is a marketing practise that targets and builds relationships with key individuals that have influence over your target segment. These key influencers are such as writers in popular publications, industry analysts, thought leaders and senior managers from key organizations.
So how do you build a business of influence?
Deliver customers a consistent experience in each time
Understanding of customers’ needs and appealing to customers’ emotions helps in building the trust and bond. People buy based on the emotional experience they had when dealing with you. If the customer encounter unpleasant situation, he or she is unlikely to ever come back again. That’s human nature. We try not to indulge in something we’re not happy about as we try to avoid from suffering the pain. But if you’re able to deliver a consistent and pleasant experience, they will come for me.
Be clear about the value proposition
You must be able to articulate what you are offering to your customers. Ask yourself these questions: What do you want to be known for? What qualities do you want people to associate with you? What is the first thing that would pop in their head when they hear about your name?
Continuously improve the process
Customers feedback’ is a valuable tool to measure how well you’re doing in your market. Any company should be thankful if the customers are telling you what’s working for them and what’s not working for them. That’s because it eliminates from wasting your time and resources to find out how your products are working to them. They valued and appreciate your brand by believing that it could better position your products to remain relevant in the industry. Take critics positively because it helps you to improve the current product to stay competitive in your market. Too often, companies don’t value feedbacks and only hold on to what they think is great for the customers. This could result in a huge flaw to your business.