(Time to read this Blog is about 2 minutes)

Before we get to the main topic, here are a few things to get you thinking:

  1. My biz quote of the week:
    “There’s no point growing your top line in a way that jeopardizes your bottom line…or your Brand reputation.”
    …Donald Cooper
  2. I now have no Biz Coaching ‘spaces’ available for this Fall. If you’d like to be put on the list to be contacted when a spot becomes available in the next couple of months, email me at  donald@donaldcooper.com.  In the meantime, if you’d like to receive our Info Sheet on the 1-on-1 Biz Coaching program, just let me know.
  3. That’s a lot of air conditioning! As we endure an August heat wave here in Toronto, it’s interesting to note that there are an estimated 1 billion single-room air conditioning units in the world; one for every 7 humans on the planet.  This doesn’t include all the central air conditioning in homes and commercial buildings around the world.

 Now, to this week’s important topic:

 Customer loyalty is not dead…stop complaining and do the work!

Business people keep complaining that there’s no such thing as customer loyalty any more….and they’re wrong. The truth is that people are desperately searching for products, services, experiences and businesses to be loyal to in every part of their business and their personal lives. To change suppliers of anything from haircuts to heavy equipment is stressful and disruptive and we’d rather find one supplier that we can trust and stick with them. 

You could read books two inches thick on the subject of ‘customer loyalty’ but here’s all you really need to know. “People are loyal to what’s best for them…or what they assume is best for them.”   That’s it.  So, honestly, are you the ‘best’ for your target customers?  Are you the clear and compelling ‘wise choice’? 

If you’re not experiencing the degree of loyalty that you’d like in either your business or your personal life, it’s for one of two simple reasons…

Reason #1:  You’re currently not ‘best’ for anyone.  You’re not the clear ‘wise choice’.  Stop whining that people are different today, take responsibility for the problem and do the work.

Understand who your target customers are and what life’s really like for them. Then, create compelling value and extraordinary experiences that will ‘grab’ those customers, clearly differentiate you from your competitors, make you ‘famous’…and grow your bottom line. Think WOW…think ‘amazing’…think of what’s never been done before.  Remember, mediocrity is no longer an option.

Reason #2:  The 2nd possibility is that you actually are ‘best’ for a particular group of customers but, so far, you’ve done a lousy job of communicating all of your compelling value to those specific people.   Once again, you have work to do. Generally, when you’re delivering compelling value, compelling communication should be easy.

What will you do to more effectively communicate your compelling value story to your specific target customers?  And how will you encourage customers and key influencers to tell your story through word of mouth and social media?  There’s no point in being the best if you’re also the best-kept secret.

 Everything we do communicates, so make sure that everything that your target customers see, hear or experience about you communicates your clear and compelling value and brand message.  We are what we communicate.

So, customer loyalty is not dead. Stop whining, create innovative and compelling value and then effectively communicate that in everything you do.  What will you do, starting right now, to be the ‘wise choice’ for your target customers…and to make sure they know that?


That’s it for this week…

Stay safe…live brilliantly!       

Donald Cooper 


Donald Cooper speaks and coaches internationally on management, marketing, and profitability.  He can be reached by email at donald@donaldcooper.com in Toronto, Canada.

About Donald Cooper

Donald Cooper, MBA, CSP, HoF: Donald speaks and coaches in over 40 industries throughout the world.  He delivers the ‘straight goods’ on how to sell more, manage smarter, grow your bottom line...and have a life!  To chat about ‘possibilities’ for your next business or Industry Association Conference, call me at 416-252-3703 in Toronto, or click here to connect to our ‘Enquiry Page’.  

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