There’s an Indian restaurant near me that I’ve been eating at for over 10 years.
I’d like to tell you that it’s got the best Indian food I’ve ever had.
BUT I CAN’T!
What I can tell you is that it has the best Tikka Masala and plain Naan I’ve ever had (because it’s the only thing I’ve ever ordered).
Yup, I’m that guy.
The one that would rather go to a tried and true restaurant where I know exactly what I’m going to order because I know I’m going to like it.
Just admit it! Everyone has a favorite something.
Maybe it’s a “go-to” restaurant. A favorite grocery store (If you’re ever near a Wegmans, go inside). It might be your family doc or the only accountant you you’ll ever come within 2 feet of your taxes.
So why do so many business owners think it’s any different for their business?
Apple, GEICO, GoPro, NIKE, Progressive, Red Bull, and Dollar Shave Club (did I mention Wegmans?) are all brands that have developed a connection with their Tribe, Members, Fans, Clients, and Customers that goes way past any specific product and the sale.
These companies have managed to build and nurture an ongoing relationship with the people that buy from them.
But those relationships didn’t happen overnight.
This special status IS NOT RESERVED for brands with massive marketing budgets. You don’t need to look further than your own buying habits to know that’s true.
Technology has changed how consumers make buying decisions.
They fast forward through commercials, ignore ads and don’t pick up the phone. And to add insult to injury, they delete emails without reading them.
They want to be more than another transaction. And the last person they want to talk to is a salesperson. The last thing they want to endure is a sales pitch.
The internet has made it easy to find places that sell the same products. So your customers can afford to dive deeper.
They want to know why you’re in business. That they’re more than a number or another transaction.
They want to know you share their values and actually live them.
In return, they’ll pledge unwavering loyalty and become the most vocal brand advocates you’ve ever known.