When you run a business you will be met with many customers , knowing which ones to pay more attention to is a competitive advantage. For these few individuals could influence the purchase decisions of thousands. Well, how can you do so? Easy, spoil them.
It is about taking the time to do your research on their achievements, watch or read any projects they have produced and honestly just get to know them. What does this influential person love? What excites her? How can I enrapture her attention?
TIP #1: Treat Them Like Royalty
A way to do so is to make sure that they know you perceive them as royalty. Relax…we do not mean sending them a messenger elephant with pots of gold, it really does not have to be as complex as you think it should. Simply creating a separate program or experience for them, that your general consumer base do not have access to, is already a spectacular start.
For example:
You could send them an exclusive catalog for the viewing of limited edition collections, that your general consumer base is unaware of. They will then be able to understand how much you value them… who does not like to feel such a way? Precisely.
TIP #2: Personalization
Remember earlier in the article, we mentioned about getting to know your consumer? Well this tool is where you get to apply your newfound knowledge. It is about using what you know about your client and tailoring their experience accordingly.
So, let's say, you own a sportswear brand and you know that the client you are attending to is obsessed with golf. You can use this to your advantage by mentioning how the feel and wear of your item’s fabric is perfect for sports like golf. If you want to score extra brownie points you could do your research on the sport and add in some golf jargon…talk about connecting on another level.
TIP #3: Wine & Dine With Them
Just like how you go on company dinners with your team, treating all your VIP clients to dinner or an adventure will invariably serve you well in the long run. Not only will this bring them all together but it will also encourage them to get to know each other. This will urge them to document the entire experience you provided for them, and rest assured the more extravagant the experience, the more eyes that will fall upon your brand.
This could potentially bring in a surge of new clients for you, along with other potential VIPs who want a taste of what you have to offer.
For instance, if you have the capital, you could send a group of influencers on a trip to Bali, with a thoroughly drafted itinerary of course! Pay for their accommodation, food, and maybe squeeze in a yoga retreat…. so they can talk about how “zen” they felt doing downward dogs in their lululemon sets. It does sound like a lot of expenditure, but it will not compare to the potential returns.
TIP #4: Their Wins, Are Your Wins
Take the time to jot down their birthdays, anniversaries and milestones. So when these special timelines do arrive, you can arrange something thoughtful that will leave them in awe. A celebratory hamper, a bouquet of flowers or a box filled with personalized goodies, again relating back to the importance of getting to know your VIP’s.
Let’s say you found out your VIP client is pregnant, you could take the opportunity to be one of the first brands to send them baby clothes or children’s story books. We guarantee you that you will win a special place in their hearts. Not only will you just draw in a new loyal customer, but also build a connection with them.
TIP #5: Attention To Areas Of Advocacy
This short and last tip is more about joining these clients for the events or charity foundations they practically worship. Accompanying them and showing them that, what matters to them, matters to your brand as well. Let’s say they like to spend the last Sunday of the month donating to retirement homes, you could take this opportunity to donate a few essentials they may need. This will help you gain their respect, build your goodwill… and well help you sleep better at night we hope.
Those were some suggestions to help your brand connect and grow with the help of important clients.
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