TES 080 - How to Create a Compelling Customer Promise


Manage episode 164184325 series 1281827
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In this episode, #1 Bestselling Author and Highly Acclaimed business & Entrepreneur Expert, Mel Abraham, talks about how you can create a compelling customer promise so that you not only end up with customers for life but with evangelists who are ready to do anything for your business.

If you don’t get this right, you will have no distinction in the marketplace, the perception of your value is low and you end up with customers who are runaways. They will buy from you but there is no loyalty and connection. But if you get it right, competition will fade away, your price will not matter and you will build an army of evangelists.

To make it happen, here are the principles that you need to know:

  • Expectations are transactional,
  • Be focused on their identity, and
  • Create a buzz from the delivery.

The Customer Promise Amplifier

This tool allows you to figure out how you deliver your promise to customers in terms of execution, perception, buy criteria, type and impact. There are 3 levels to this:

Expectation level

At the bare minimum, your execution is based on their expectation and you meet it. The perception in the marketplace is that you’ve got a commodity that you are offering and it’s without any distinction. The buying criterion is the cost and you have satisfied customers who end up being leavers or runaways.

Desire Level

This is the minimum level that you want to serve. Serve their desires and you have elevated above their expectations. They will look at you and your offer as a premium and the buying criteria is not much the cost but the utility or the impact that it’s going to have in their life. You will have happy customers and they will become repeaters who keep coming back.

Unexpected Needs Level

You do completely unexpected things so that your customers will look at it and perceive it as extraordinary. Their buying criteria will be based on their identity and you will have customers who are your fans. It will cost you money but in the long term it’s going to pay back as the impact you have will create evangelists who are willing to vocalize for you and are out there talking you up.



Mel is the founder of BusinessBreakthrough Academy and Thoughtpreneur Academy where he helpsentrepreneurs bring their businesses to the world and build thelifestyle that they want. Mel is one the most sought afterentrepreneurial mentor and strategic thinkers of our time. Unlikemany other so called “business coaches”, Mel has lived everythinghe teaches and continues to do so. Mel has built, bought and soldnumerous multimillion-dollar businesses for himself as well as hisclients. As the author of The Entrepreneur’s Solution: The ModernMillionaire’s Path to More Profit, Fans & Freedom Entrepreneur,Mel’s strategies have helped build thousands of businesses and havegenerated hundreds of millions of dollars for his clients, rangingfrom large corporations to startups and small family-ownedbusinesses.

Mel is a true believer in theentrepreneurial way of life and says that this “new frontier” isthe paradigm that will shift society from simply existing to livinglife bigger, bolder and on their own terms.

Meet Mel at http://melabraham.com/



The Entrepreneur's Solution is aweekly entrepreneur, business, wealth and lifestyle show whereentrepreneur, speaker and author Mel Abraham reveals all ofhis business and entrepreneur building strategies. Mel is one ofour time's most sought after mentors and speakers that not onlyteaches but also lives what he teaches. Discover how to design,create and build your business so it gives you the life andlifestyle you want.

Subscribe to the freeentrepreneurial podcast here: http://melabraham.com/podcast

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