Wouldn’t every small-business owner like to have a doctor’s following? Your clients and customers wouldn’t look around
before using your products and services, and they wouldn’t compare prices or even look at competitors’ advertising. They’d be willing to wait 20, 30, even 45 minutes to be served, and although they wouldn’t like it, they also wouldn’t walk out.
Did you ever hear of someone saying they were going to get three quotes before an operation? Maybe three opinions, but not price quotes. Price is not usually a factor when physical health is the concern. Loyalty and comfort are the issues, not price. So how can you create this type of loyalty in your business?
You need to instill a desire and comfort level in customers’ minds that your business is the only one where they will purchase your type of products or services. It’s almost like a mini-brainwashing, where they ignore all your competitors because they know you are the best source for them. You’ll probably never achieve a doctor’s level of loyalty, but even half as much will go a long way in growing your business. Remember, price only makes a difference when everything else is equal. Find a way to create and sustain that strong loyalty, and you won’t have to worry about your customers comparing prices.