Why Your Customers Leave You…

What Have You Done for Me Lately?
By Dan Kennedy

There’s a racetrack saying: neither owners or bettors are swayed much by a horse’s stellar performance over his lifetime. The relevant question is: what have you done for me lately?

ALL businesspeople including info-marketers need to erase the very idea of “customer loyalty” from their minds. It’s as antiquated as wringer washers and carbon paper. It does not exist.

A lot of infomarketers resent their customers who’ve made huge sums and gained much following their advice, dropping out of coaching programs, not coming to events, not buying new products. I understand that emotion; I fight it myself. But it is foolish. It mis-states the relationship. It places obligation on the customer that is not there. Even if it should be, it isn’t, won’t be, can’t be counted on. Instead, 100% of the obligation is on the marketer.

The customer will be responsive only based on the present moments, not the past. His unspoken question is: yeah, but what have you done for me lately? And if you aren’t entertaining him, amusing him, educating him, motivating him, wow-ing him, bonding with him TODAY, he’s losing interest in you … and becoming vulnerable to someone else who might pay attention to him TODAY. In some businesses, #1 and #2 here can be somewhat countered by (a) ascension and (b) built-in pain of disconnect. But the key word is: somewhat. The idea I teach of building an impenetrable iron cage around your customers is frankly B.S. by exaggeration, omission, and oversimplification. There’s no such thing.

At the high-priced Kentucky horse farm where I had a few Thoroughbred mares for a while, they have miles of white fence lining the long, long road between pastures going to the circular drive in front of the house and on, back to the barns. There are four full-time employees who do nothing but paint the fence. Every day, 9 to 5. They start at one end, paint for days until reaching the other end, then turn around and go back in the other direction, reverse, reverse. That’s what you have to do with the fence around your customers. Daily maintenance.

> Training — Wes @ 9:45 am

August 4, 2010