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Usain Bolt has accomplished an Olympic feat no one has ever managed by winning three athletics golds in three consecutive Olympics!
Why should you pay attention to this? Here are six quick lessons your business can learn from Usain Bolt’s successes:
a. Being the best you can be is essential, but evidently having fun doing so is the stuff of brilliance!
b. Where you end up must not be limited by your perception of where you started from.
c. Be proudly rooted in your culture. This is what breeds and sustains authenticity.
d. Spend more time connecting and experiencing with your fan base, i.e. customers and admirers than your competitors do.
e. Insist on giving back to your local community. If you don’t champion their cause with your fame and connections, no one else will.
f. Above all, it’s all about speed! The speed with which you bring products to market, the speed with which you connect with and sell to your prospects and customers. Speed doesn’t kill, it’s carelessness that does! If speed killed, most people who’ve ever travelled by air or on a high speed train would be dead by now.
Share your experiences too. It’s not all doom and gloom!
Making Your Customers Fall In Love With Your Products
Hello, and welcome to our Customer Engagement Series. In these training videos, we give you simple, easily actionable and results-guaranteed nuggets of information for your business.
You may want to grab a pen and make notes.
Today’s topic is “Making your customers fall in love with your products”.
Let’s dive straight in! There are four steps to engineering a love-fest between your customers and your company and products. We’ll go through each one in turn.
1. Study and understand your customer base. Segment them according to their
d. Spending power (i.e. what they would readily, willingly and happily spend on your products).
2. Analyse your products and clearly define the characteristics that appeal to each one of your customer groups’ values.
3. Determine your company’s “personality code” and unique selling points.
a. B.A.N.K.TM uniquely describes a company’s transactions and associated behaviour as based on their value-system.
b. The four B.A.N.K.TM types are Blueprint, Action, Nurturing and Knowledge, forming the acronym BANK.
c. A “personality code” is the particular combination of the four B.A.N.K.TM types applicable to a particular company.
d. It is clearly detrimental to your company’s profitability and long term survival if you don’t know its specific B.A.N.K.TM “personality code”.
4. Precisely craft your interaction and communications with your customer groups to
a. Showcase your products’ characteristics in line with their particular values. Example: Ethically-produced designer clothing sourced from fair-trade raw materials will likely appeal to high-Nurturing customers with the disposable income to match their aspirations.
b. Position your products in contexts where your customers’ likes are heavily represented. Example: High-Knowledge customers of your car dealership will particularly appreciate an advertorial of your cars’ features and performance characteristics in an enthusiast’s magazine/periodical.
c. Avoid associations of your products with the things, places, people or language that they dislike. Example: News reports linking your suppliers or parent companies with fraud or other illegality will go down very badly with high-Blueprint customers.
d. Make your company personify their aspirations (dreams), to make it easier for them to opt into your tribe and happily become your unpaid ambassadors. Example: Your premium cosmetics outlet will quickly build and retain loyal high-Action customers when your perfume’s composition, packaging, and pricing reinforce their world view.
Next steps: Crack your own personality code at www.CodeMyValues.com.
Thanks very much, and see you next time.
Meanwhile, crack the code and… TAKE IT TO THE BANK!