By Jeff Beals
Have you ever had a raving fan? Does your organization have raving fans?
In 2004, Random House released a book called Raving Fans by Ken Blanchard and Sheldon Bowles. The book was intended to help companies improve their customer service. The authors’ central message was that you need to go above and beyond, because “satisfied customers just aren’t good enough.”
That book is part of a breadth of publications designed to help companies and individual professionals do a better job of pleasing customers. In fact, we often hear executives spurring their employees to focus on providing “customer delight” as opposed to the mere standard of “customer service.”
This all makes sense to me. Certainly, companies benefit when they go all-out to please the customer, but having people who love you and are willing to tell everyone about it, goes beyond just customer service. You can also create raving fans of yourself, people who “cheer” for you as an individual professional.
Instead of “fans,” I call them “champions.”
Champions are people who champion you and your cause. They love you and your company. They are your fans, the people who would run through a brick wall for you. They could be personal friends, distant admirers, current or former clients, current or former referrers. They could also be influencers of past clients who you converted in champions.
Even if you have a lot of champions, you could still use more. Those individuals and organizations that have engaged champions and sent them out into the world get more opportunities. A large group of champions on your side is like having a personal marketing and sales staff without having to pay the salaries and benefits.
But champions don’t just appear out of thin air. They are developed. They must be created and then maintained. That means you should have a part of your marketing plan focused on how to deliberately develop and maintain champions. Part of that plan would be an on-going communication plan for champions that would include mailings, electronic communications, phone calls, and most importantly, personal visits. Yes, networking is a great way to find, develop and maintain champions.
To convert someone into a champion, you need to make him or her feel very special. Here are some ideas:
- When you are in front of a person, make him or her feel that nobody else in the world matters more.
- Spend time with key people socially, congratulate them on their successes, and help them celebrate their victories.
- Don’t let a moment of truth – an opportunity to strengthen a relationship – be wasted. Jump on that opportunity and grow that relationship.
It also helps when you surprise champions with valuable information when they’re not expecting it. Send them referrals whenever you get the chance. Go out of your way to introduce or connect them to interesting people. Treat them with respect and demonstrate integrity consistently.
If you do these things, you will develop a network of champions who will protect you and your organization.
As the old saying goes, “you can never have too many friends.” The same thing applies to champions.
Jeff Beals shows you how to find better prospects, close more deals and capture greater market share. Jeff is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.”
Here’s Why Should You Choose Jeff Beals as Your Next Speaker:
“Jeff Beals has presented four different topics at five of our internal events in 2016. At each event, the audience of commercial real estate principals and agents was completely engaged and motivated the entire time. Jeff facilitates his training sessions in such a way that each member of the audience was able to relate and understand how to apply it every day in the field. Jeff is brilliant, and we have hired him to continue speaking at our events in 2017!” – Lindsay Fierro, Senior Vice President, NAI Global, New York, NY
“Your workshop was a huge experience for our attendees by giving them the opportunity to improve their work in the critical environment in which we are living today. Your talent as a speaker and your qualities as a person made the difference during your time with us. I would certainly recommend you to anyone who asks.” – Ana Paula Costa, Educational Planner, Febracorp, Sao Paulo, Brazil
I’m in Phoenix and had breakfast earlier this morning with our semi-retired sales representative who is doing some continued work for us here. He attended your sales meeting last week and told me that in 43 years of selling, you were the best he had ever heard. Thanks for a great experience.” – Drew Vogel, President & CEO, Diamond Vogel Paints, Orange City, IA
“Our corporate partnership team had great takeaways regarding how to network smarter while also understanding the importance of our personal brand to current and prospective partners. Jeff does a great job weaving in real-world examples and how you can apply his teachings to growing your business and building long-term partnerships.” – Jason Booker, Senior Director of Corporate Sponsorships, The Kansas City Royals Major League Baseball Team