Build Trust to Create Raving Fans

Las Vegas, NV, September 19, 2008 --(PR.com)-- Growing a loyal customer base is a fundamental goal of the successful business according to a new book for the founder of a leading business coaching company. Its research profiled businesses that invested significant resources into the research, development, marketing, and distribution of a value offering designed to capture new customers, and compared their efforts to companies that have begun to invest more in customer retention. The book’s author, Brad Sugars, described the ideal customer as a “Raving Fan,” and outlined a plan that can turn a company’s frequent patrons into Raving Fans.

Sugars is founder and CEO of ActionCOACH, the number one business coaching company in the world. His book, Instant Repeat Business, is a guide to creating Raving Fans – customers so avid in support of the company that they proactively pursue other customers for the company and work to complete the sale. “Raving Fans” produce exponential revenue growth for small businesses – each “Raving Fan” may bring in 4–10 other customers, one or more of which may become a “Raving Fan”.

Implicit across the entire customer lifecycle, from initial acquisition to Raving Fan, is an unspoken bond of trust:

“At each step up the Ladder, the customer makes a new decision based on trust in your company. They may trust your advertising first, then your ecommerce and shipping systems. They may pay a membership fee, trusting that better service will result. Raving Fans will only bring friends and associates if they trust you to deliver the same service or product quality they have appreciated.”

How can a company build trust - the level of trust that can support the Raving Fan relationship? ActionCOACH Business Coaches have identified these strategies:

· Be Reliable: do what you say you will do. Fulfill commitments; keep promises, so that your customers know you can be counted upon.
· Exhibit Competence: execute professionally and do not oversell your capabilities, but also demonstrate that you are continually improving and growing your expertise.
· Establish Rapport: become interested in your customer’s success, and they will be interested in yours.
· Accountability: admit mistakes and make immediate efforts to correct them. Accept responsibility.
· Practice Loyalty: do what is best for your customer. Give special service to loyal customers.

Most customers move onto other businesses because they do not feel appreciated. By establishing trust, a small-to-medium sized business can create the loyal customer base that ensures ongoing profit.

ActionCOACH is the world’s number one business coaching firm, with more than 1,000 offices in 26 countries. To learn more about business coaching and ActionCOACH, go to actioncoach.com.

###