While strolling around a large and bustling food market, I was treated to a real insight on how to build customer loyalty.
At the bottom end of the market was a halva store selling endless varieties of this delicious Middle Eastern sweet treat. The owner was standing outside his stall handing out free coffee-flavored tasters to passersby.
He was standing there smiling, talking to anyone and everyone, building rapport with the crowds. I hate coffee and told him so. He immediately asked me which of the dozens of other varieties I would like to try. I demurred, telling him that I wasn’t buying that day, and he still insisted, cutting me a generous taste of a spectacular pecan halva.
I thanked the owner and moved on.
Further up, there was another halva store, also with endless varieties, and, as it happened, a representative from that store was also offering passersby tasters of their coffee variety. As before, I explained that I didn’t care for coffee flavor. This time the response was entirely different. I was ushered on my way with no offer of an alternative. Essentially all I got was a “too bad you don’t like coffee,” and that was that.
What a missed opportunity. When I am next in a buying mode, which store do you think I’ll be purchasing my halva from?
Customer loyalty is all about building a relationship. And that starts way before the actual purchase. Remember that and you won’t go far wrong.