Sep
27
Customer Loyalty
September 27, 2005 | |
Really knowing your customer and immersing yourself in the customer lifestyle is the true way to marketing success. For instance, my client, Wicked Choppers, builds custom motorcycles that run from $40,000 to $98,000. With those price points, you don’t achieve high volume sales. So, you have to treat your customer right because so much of your business is from referrals. Here is how Wicked Choppers is doing that. First, you build the bike to your customer’s specifications, right down to arm length and inseam measurement. The bike truly fits the rider. You learn about his personality. You discover what he likes from a color, design, and graphics perspective. Smooth and flowing curves or sharp and pissed-off design? Does he like hardtails or softails? Is he a show-polished chrome guy? Leather seat? Do you want cowhide or alligator belly? Based on the customer’s specs and using your own creativity, you build an award-winning bike from the ground up. You even fabricate the gas tank in-house, unlike some well-known shops that have their own TV shows. Next, delivery. You pull the new bikes in your Wicked Choppers trailer to the Daytona Bike Rally. You pay to fly your customers down to Daytona where you have rented a 7,500 square foot beach mansion. They stay free. There, you unveil the bikes to the customers. They get to show off their choppers in your vendor booth at the show, as well as ride them during the rally. Finally, you offer free servicing of the bike for life. Referrals come in from satisfied customers. Repeat. Do you have any customer loyalty stories? Share with the class.
