They might come.
After all, there are about a million other businesses for people to chose from, so why should they choose yours?
The truth is, no matter how nostalgic the iconic phrase from Field of Dreams may be, it gets thrown around entirely too often and is often bandied about as an excuse for businesses to sit and wait rather than being proactive.
Unfortunately, this tactic (if you can call it a tactic) rarely succeeds for long, if at all.
Like most things in life, you have to do the work if you want to reap the rewards, and in the case of customer acquisition and loyalty, understanding why customers show up in the first place is key.
It’s tempting to think that the most complex product, the flashiest build outs, and state of the art equipment are key to drawing in customers, but that kind of thinking misses the forest for the trees.
The real secret to growing you customer base and their loyalty to your brand lies in understanding a little of the psychology of choosing a business to support.
So why do customers visit your business?
It’s easiest to think of this like a pyramid split into three sections, the base, the middle, and the top. We’ll be addressing these sections in more depth over the next few posts.
At the base you’ll find the deepest, most basic motivators for customers visiting your business. They are…
As you move up the pyramid the middle is occupied by a couple of more conscious motivators…
And finally, at the top you’ll find…
The base of the pyramid explains why businesses like McDonalds are surviving and thriving in the midst of a so-called health-conscious movement in eating.
McDonalds has a reputation for service, convenience, and value. You can literally find a McDonalds almost anywhere in the United States and many other countries. Their service, while limited, is consistently of high quality. You can’t beat the value with a stick.
But we don’t want to be McDonalds, do we? If you’re reading this, chances are you’re looking to build something deeper, something of greater importance to your community.
The middle of the triangle is where most businesses stop. And for many of them, that’s just fine. Plenty of small businesses are able to differentiate themselves by investing in the quality and consistency of their products.
Look around at any fast casual restaurant, mid-tier clothing store, even Best Buy. These are all examples of businesses that have built the first two sections of the pyramid pretty effectively.
But they’re still missing the secret sauce. Values.
Values are what build the Chipotles, the Toms, the Jenni’s Ice Creams of the world.
These businesses nail every level of the pyramid of needs that drives customers to them and engenders near fanatical loyalty. Their service, convenience, and value are unmatched. They’ve nearly perfected quality and consistency.
But on top of everything else, they’ve got solid, well-documented and understood Values.
Next up, we’ll start to break down these ideas one by one into their constituent elements. Stay tuned, because the information I’m giving out is super valuable and will help you supercharge your customer acquisition.
In the mean time, which techniques do you use to gain more customers? Let me know in the comments!
If you’re ready to start building your pyramid of needs that will drive customers to your door and build unwavering loyalty, shoot me a message by clicking the link below.