Today, my solo cup is filled with Frequent Flyer Miles.
Incentives build loyalty. Think about the choices you make when selecting a clothing retailer, restaurant, hotel, airline, etc. Is your decision swayed by promotional incentives? How often do you get a coupon emailed or a ‘Free Nights Stay’ due to a program enrollment or email subscription? I know I am always on the lookout for savings, even better a “FREE” something. Ok, so I know “FREE” doesn’t really exist, being a marketing professional and all, but I do understand the emotional impact it has as a consumer. And, today this consumer is pleased because I will earn another 700 frequent flyer miles and that makes me happy. It excites me because I am close to earning enough points to receive a “FREE” domestic flight. So far, the airline has delivered on its’ promises.
Incentives are what we use to get people to do what we want. We use them every day. In fact, I just used one on my 17 year old son this morning by reminding him what he needs to do while we are out of town. Naturally his hand stretched open to receive a monetary incentive for getting the things done by the time we return. And so, I paid up. Because of his track record when accepting a monetary (pre-paid) incentive, and delivering on the commitment, he has built credibility with me. If he didn’t, I would not offer the incentive again. The key takeaway here isn’t offering incentives, it’s delivering on the commitment. For me, there is nothing worse than someone who says they are going to do something and doesn’t follow through. Actions speak louder than words.
One of the most valued lessons I’ve learned as a solopreneur is don’t over promise - or over commit. If you can’t deliver, then don’t offer. I am much more inclined to under-promise and over-deliver, when it comes to project turnaround, (and the client leaves it up to me) to ensure my clients feel that I have established the “credibility” that will keep them coming back by exceeding the anticipated due date.
I am constantly seeking ways to offer incentives to my existing clients, as a new business initiative and for my clients to offer their clients. This wheel is in constant motion and that is what business is all about. What can you give me that someone else can’t?
Answer that and people listen.
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Christina, our President & Director of Content, loves to write about anything. The only thing missing is the assignment. Just give her a topic and she's off - to stimulate her word generator and exercise her research skills to deliver content that is entertaining, relevant, and timely.