“AA” stands for “Ardent Admirers” – and it is a goal of all millimeter businesses to ensure their customers, clients and patients are part of the club. Why should your business aspire, encourage staff, and set up programs to create your own AA membership club? To find the answer, let’s look at what advantages, opportunities and prosperity other millimeter businesses enjoy by developing their own AA membership club.
WHY DO YOU NEED ARDENT ADMIRERS?
A millimeter business like this one understands the importance and necessity of having Ardent Admirers. These are the customers, clients and patients who love your business and refer their friends and family. These Ardent Admirers represent the 20 percent of your business that generates 80 percent of your referrals. They are the customers, clients and patients who forgive you even when you have a “millimeter” slip in your service or communication.
Just like the above example, Ardent Admirers are developed one at a time. Millimeter businesses know that they need to take care of each and every customer, like they are the only one they have. A millimeter business will go out of its way to make sure its communication with its customers is consistent and frequent. They understand that communication on a regular basis with real information is the key to building a strong AA membership.
How do millimeter businesses create Ardent Admirers?
They do it by making sure the millimeter things they do either with their service or product is done consistently and with passion. In the dental field, where I live, most patients are not that excited about getting crowns on their teeth. They realize they need a crown or else they could potentially lose the tooth, but the idea of a few hundred to thousands of dollars on a tooth repair is not nearly as exciting as getting a new pair of stilettos (for you ladies) or maybe a new golf club.
To read more about this, pick up a copy of my book It's All About Millimeters.