如何建立真正的客户忠诚？(2)

[原文来自：www.11jj.com]

HOW TO BUILD TRUE CUSTOMER LOYALTY.
如何建立真正的客户忠诚度 [好文分享：www.11jj.com]

In the last issue of eCoach, I outlined my view of the difference between customer satisfaction and genuine customer loyalty. A satisfied customer will stick with you until a better deal comes along. Since competitors can quickly match or copy almost anything you do to gain an advantage, it won’t be long until that better deal shows up.

在上一期的eCoach中，我概述了我对客户满意度与真实客户忠诚度之间差异的看法。满意的客户会坚持下去，直到出现更好的交易。由于竞争对手可以快速匹配或复制您所做的几乎任何事情以获得优势，，因此不久就会出现更好的交易。

Truly loyal customers are those who value their relationship with you so highly that they have stopped shopping for the kinds of goods or services you provide. They are with you for the long haul. Your competitors’ enticements fall on deaf ears. Customers who are genuinely loyal to you simply aren’t interested in anyone else’s promises or prices or special deals.

真正忠诚的客户是那些非常重视与您的关系，以至于你提供的各种商品或服务他们已停止再去其他处选购。他们长期和你在一起。对你的竞争对手的诱惑充耳不闻。真正忠于您的客户根本不对任何其他人的承诺或价格或特殊交易感兴趣。

If you have ever felt that sort of loyalty to a supplier, please think for a moment about the real object of your loyalty. Was it actually the company? I’ll bet it wasn’t. I’ll bet it was a person—or maybe a few people—who worked for that company.

如果您曾经感受到对供应商的忠诚度，请考虑一下您忠诚度的真实对象。它真的是公司吗？我敢打赌它不是。我打赌这是一个人 - 或者是一些人 - 为那家公司工作的人。

People won’t go deaf to a company’s competitors. They will go deaf to the competitors of another person. Any customers, but especially B2B clients, are most apt to become loyal when they have developed a bond with a particular kind of person. This kind of person acts as a consultant, an orchestrator of resources and, above all, a relationship builder.

人们不会对公司的竞争对手充耳不闻。他们会对另一个人的竞争对手充耳不闻。任何客户，尤其是B2B客户，在与特定类型的人建立联系时最容易变得忠诚。这种人充当顾问，资源的协调者，更重要的是关系建设者。

LOYALTY ITSELF MUST BE MARKETED AND SOLD, JUST LIKE ANY MORE TANGIBLE PRODUCT.

忠诚度本身必然会被销售和出售，就像任何更有意义的产品。

People who are skilled at generating loyalty understand that loyalty must be earned. Beyond that, however, real masters of loyalty creation know that loyalty itself must be marketed and sold, just like any more tangible product. Because people become loyal to other people, loyalty generators in B2B situations market not just their companies and their products but themselves.

善于获取忠诚度的人都知道必须赢得忠诚度。然而，除此之外，忠诚度创造的真正大师知道忠诚度本身必须是..和销售，就像任何更有形的产品一样。因为人们对其他人忠诚，B2B情境中的忠诚度发生器不仅仅是他们的公司和他们的产品，而是他们自己。

The very best salespeople are always loyalty generators. When it comes to sales, in fact, you could almost say that learning to sell loyalty is the whole ballgame. But if you really want your company to create a lot of loyal customers, why stop with training the sales force? Everyone in a customer-contact role—technicians, support staff, customer-service people—should all think of themselves as customer relationship professionals.

最好的销售人员总是忠诚度发生器。事实上，谈到销售，你几乎可以说学会卖忠诚就是整个比赛。但如果你真的希望你的公司能够创造出许多忠诚的客户，为什么要停止..销售人员呢？每个与客户联系的角色 - 技术人员，支持人员，客户服务人员 - 都应该将自己视为客户关系专业人士。

Here is the heart of my argument: The underlying purpose of every conversation that every person in your company has with a client should be to create loyalty by strengthening their personal relationship with that client.

以下是我的论点核心：公司中每个人与客户进行的每次对话的根本目的应该是通过加强与客户的个人关系来建立忠诚度。

Of course, the vast majority of employees, including those in your company, don’t understand that. And even if the idea makes sense to them, they don’t know how to do it. Therefore, they don’t act as loyalty generators.

当然，绝大多数员工，包括贵公司的员工，都不明白这一点。即使这个想法对他们有意义，他们也不知道如何去做。因此，他们不充当忠诚度的发生器。

“How to do it” is what I describe in my latest book. What do I mean, exactly, by “a consultant, an orchestrator of resources, and a relationship builder“? I try not just to explain the formula—which, of course, ties into the Action Selling system—but to illustrate what it looks like, sounds like, and feels like when true loyalty is being generated in a customer conversation.

“怎么做”就是我在最新一本书中描述的内容。“顾问，资源的协调者和关系建设者”究竟是什么意思？我不仅试着解释这个公式 - 当然，它与行动销售系统联系在一起 - 但要说明它看起来像什么，听起来像什么，并且感觉就像在客户对话中产生真正的忠诚度。

Can you actually see and feel loyalty come into being? Yes, you can—if you know what to look for. And there is no more important goal you can pursue if you want customers who will give you more of their business over a longer period of time. After all, isn’t that what companies mean when they say they want “loyal” customers?

你能真正看到并感受到忠诚的产生吗？是的，你可以 - 如果你知道要寻找什么。如果您希望客户能够在更长的时间内为您提供更多业务，那么您就无需追求更重要的目标。毕竟，当他们说他们想要“忠诚”的客户时，这不就是公司的意思吗？

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