“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.
