What Makes The Difference Between A Business That Wins And A Business That Loses?

Have you ever wondered, as I often do, what makes the difference between a business that wins and a business that loses?

And by win in this case I'm referring to customer acquisition,

retention and growth.

Most business that have access to thousands of customers

are not profitable, yet some business that have fewer

customers thrive and prosper.

I've been baffled by this question for some time,

until last week when I got a practical  response.

You see, I love books, maybe you've noticed. And right now I'm particularly interested in the subject of marketing, online, offline, topline, bottom line.

I will not give you the answer directly.

Instead, I will relate three experiences to you,

and you tell me which company  you would buy from repeatedly.

Three Months ago I purchased a book from a marketer who will remain nameless. Let's call him PJ. Now, PJ is incredible at what he does. I've attended his events, bought his high ticket coaching and I've even purchased several books from him before. Some of these books were good, some were average, and some were oversold. Have you ever had an experience where it feels like the seller put more effort into writing the sales letter than they did into writing the book?

Anyway, my average experience with PJ is average. The good experiences and the negative experiences are comparable, and they weigh each other out. That's why I was comfortable buying from him again.

And so three months ago, I had one such experience, where the good and the bad average each other out. I bought the book, and went through the entire sales process. All went well, and I was excitedly expecting my book to arrive in the mail. Three months went by, and my book was nowhere to be seen. I reached out to PJ's support team, and they confirmed that they were having trouble delivering to South Africa, and offered to reimburse my money in full or give me one month's worth of access to their high end coaching program. It was an either/or situation.  I couldn't have both. I was happy with this resolution. I made my choice, and the matter was settled.

Will I be buying again from PJ?
Only time will tell.

Barely three months after my experience with PJ, I bought another book from another marketer who we shall call RB. Now, you gotta understand, RB is the master of his craft. Not only have I been having a flawless buying experience with RB, his content is top of the range. RB not only preaches what he practices, but he outdoes himself every time I buy from him.

Because I was expecting my package to arrive after several months, like it usually does... but it didn't. This time the package was at my doorstep within a week. From the States to South Africa within a week. I've never experienced that kinda service before. It was exceptional.

Now, will I be buying from RB again?
You bet I will.

Interestingly, this experience was from someone who was RB's protégé. In fact , the only reason I bought from SL was because he had received high praise and commendation from RB. And so I figured, since I get such exceptional service from RB, Then SL would deliver the same level of service. I mean, SL had suckled at RB's bosom for so long, he surely must know a thing or two about service excellence.

Boy, did I get a rude awakening?

SL was a disaster. Not only did I not receive my book,

I didn't get any response from his customer service after 3 or 4 attempts. Til today, SL has my money and my book.
Will I be buying again from SL?

Absolutely not. In fact, I've unsubscribed from all his newsletters, stopped listening to his podcasts and even reported him as spam just to be spiteful.

I mean, how does this happen?

How do you train with the best and still wind up as the worst?

What's wrong with him?

Does he have a thick skull? Is he dense? Is he uncoachable?

When you fail to keep your promises, customers will sometimes go out of their way to hurt you. But if you deliver exceptional service, they will buy from you even if they don't need the product you're selling. And if you're wishy-washy, your results will be wishy-washy as well.

Les Brown said something in one of his tapes.

He said, "The goal of your business should not be to satisfy your customers. Satisfaction is wishy-washy. It's not exceptional. Your goal should be to delight your customers."  When your customers deal with you, they should be pleasantly surprised. Even though they know, like and trust you already, you should continuously reinvent yourself and find new and exciting ways to delight your customers.

How do you engage with your customers? Are you PJ, RB or SL?
How about you conduct a survey and ask your clients how they feel about you?

And the perfect tool to do this is with Systeme.io.

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