"Nurture the winners: Once you figure out who your best customers are, blow their minds with care. Discover their unfulfilled needs, innovate to make their wishes come true, and overdeliver on every single promise." - Mike Michalowicz, The Pumpkin Plan
During a recent staff meeting at Savor Spa, one of my team members said, "Hey, remember that guy Mike Michalowicz who spoke at a recent Savor event? Didn't he say something about nurturing and impressing current clients?"
My massage therapist brought out three huge binders filled with hundreds of pages of current clients who had filled out forms before their treatments. Yikes! What do we do with all of these customers? How would we create a WOW campaign to impress all of them?
After reading The Pumpkin Plan, we were inspired to launch "Spread Local Love" for Valentine's Day. The idea was to identify ten of our most amazing clients (Local Oprahs). We would gift them a two-hour Charity Spa Party for five of their local friends, which is a $650 value.
For two hours, we show our gratitude by gifting them an amazing spa experience with facials and massages. And if they purchase skincare that day, we donate a portion of their purchase to their charity of choice.
We would, as Mike says, provide the best mind-blowing customer service possible.
We sent out our emails and within 24 hours, we got effusive emails like this back:
"I didn't think I could love you even more, but you've just made my year!! I can't wait to invite my friends who live in the neighborhood, and I know they are going to love it! Thank you soooooo much for thinking of me."
It's a win/win. We spread love to our best clients, and they spread the "local love" to their friends.
Your homework assignment:
Let's launch your LOVE CAMPAIGN in time for Valentine's Day, too!
1. Make a list of your top ten favorite clients who are "Little Oprahs". Usually they are outgoing, fun, and influential.
2. Think of ways you can wow them and their circle of colleagues/friends that they can bring to you. Some may be potential clients, some may not. But the point is to bring the gift of thanks to your best clients.
3. Nurture and wow them. Underpromise, overdeliver. Do it with sheer gratitude.
4. Watch the love spread and the seeds grow.
Want to learn more about this? Come have lunch with Mike Michalowicz and me TODAY at noon EST for our virtual Lunch & Learn. You can ask your questions and Mike will answer them LIVE. Premium Members, if you can't make it to your call, no worries... you will get it delivered to your inbox first thing Monday morning. :)
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