The subject of customer loyalty seems to be coming to the forefront more and more these days. As information becomes more freely available, potential buyers seems to be less and less inclined to offer loyalty to a single professional.
It’s a strange twist of fate, because in the late 1980’s and the early 1990’s. it was buyers that demanded representation. As a matter of fact, the current incarnation of the buyer’s agent is the direct progeny of consumer litigation.
Broker repricocity also seems to contribute to the confusion. While the good intentions of viral marketing are noble, the result is often consumer chaos. It’s hard to identify the players in the game without a scorecard.
The bottom line is this: Customer loyalty is something that has to be earned. It cannot be demanded or even expected. Hard work, professionalism, and dedicated service will create a bond with even the most hardened customer.
Failure to earn loyalty falls directly on the service provider and not the customer. The value proposition may not have been adequately demonstrated to their satisfaction.
Earning loyalty is not a novel concept. But today, more so than ever, it is an absolutely essential element of closing a successful sale!
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