What is a “Raving Fan”? For most of us, it brings to mind images from snowy Super Bowls with shirtless fans (some who just shouldn’t be) in the stands, painted with their team’s colors from the waist up. Maybe we think of that guy who got a tattoo of Taco Bell because he’s loco for their locos tacos. We might think of the guy camping out in an arena parking lot three weeks before tickets go on sale for a big concert. Truly raving fans are generally few, but they seem to get the most attention and that makes them good for your business.

As you look at your client list, do you have any “raving” fans? You probably know who they are, the ones who wouldn’t do business with anyone else. They are the ones who speak so highly of you to colleagues that when word gets back to you, you start to think maybe you really are manufacturing miracles in your shop! And somewhere in your mind you kinda wish all your clients were raving fans. At this point, I would love to say, “Well they can be!” but we know that there are a few times that client relationships may not work out. It may be that the cilent’s demands and your capabilities just aren’t a match, but you can turn some of your real fans into raving fans by taking a look at what makes your raving fans rave.

Surprisingly, it has less to do with your services themselves and more to do with how you execute them. It’s usually more about paying attention to the little details and personalized touches throughout the relationship. Milestone updates can make a client feel like you have no other. Great examples are trigger programs that acknowledge birthdays, anniversaries and loyalty longevity. Special recognition to your top customers with high-end gifts (or gift cards) of gratitude or a personalized letter from the President of your organization are also great examples. What “wow, they know me and appreciate me” factor can you incorporate into the execution of your marketing and service programs to move your clients into the raving fans category? Do you ever ask for testimonials from these devoted souls?

Go beyond satisfied customers and create raving fans…your competitive edge in today’s market!

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