When Does Loyalty Happen
By leadership author and keynote speaker Ross Shafer
I want to talk about when loyalty happens. It’s the final moment of every transaction. All of our lives we’ve been told to make a good first impression…and that’s certainly important but the most important moment is our final impression. How your customers feel at the end of the transaction influences if they will come back…and more importantly, what they will tell other people about you.
I used the example of what TV news broadcasters do. Every night the news is disturbing …natural disasters…civil unrest…casualties of war…and sad stories about the misfortunes of people just like us…but TV stations would NEVER end a broadcast on BAD news. They want you to come back tomorrow night. So, they end the show with what’s called The Kicker Story…a fun, uplifting segment about a cute animal or a funny slapstick video. Your news channel wants to make you smile…so you will tune tomorrow. Likewise. we need to make sure our customers feel good about their final moment with us. It’s the smile you give them…it’s a “we appreciate your business” …it’s closing the transaction by saying “Before I go, is there anything else I can do for you?” Saying something like that assures your customer that you are not trying to get rid of them…that you honor their business and care about fixing their problem. The Final Moment is your opportunity to out-friendly your competition.
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Ross Shafer is the author of (9) popular business books and (14) human resource training films. In a former career Ross won (6) Television Emmy awards for his work as a TV host, writer, and producer. Today, Ross is a sought after keynote speaker and consultant for Fortune 500 companies worldwide.