3 Things an Entrepreneur Needs to Do for Customer Loyalty

People do not go into business for themselves because they seek security. Initially, there is very little security when you build your business. However, there is a way to achieve a measure of security in your entrepreneurial endeavors. It focuses on the core ways in which you create value for your customers.

How do you create value for your customers and stand out as unique? A mental shift is required from simply providing products and services to addressing your clients’ broader needs, goals, and ability to express themselves. Inspired by Dan Sullivan’s model on state-of-the-art business development, I believe these three core competencies are the new responsibility of the entrepreneur to provide to their customers:

• Leadership
• Relationship
• Creativity

Leadership is the first competency. Customers may come to you because they are confused, disconnected, and don’t know how to solve or resolve some of their issues. Focus on providing leadership to those customers. Teach them how to solve their problems and provide guidance. Provide reassurance that they will make it through the darkest of nights because your expertise will help make them successful.

The second core competency is building relationships. Social networking sites like MySpace, Facebook, and LinkedIn have skyrocketed in recent years because they provide a way for people to connect and foster ongoing relationships. You have the ability to do that in your business, too. Many customers feel disconnected and are looking for someone to understand them. Be rewarded for being that provider. Create relationships with your customers and make them feel connected to you and each other. You will reap the benefits of improved customer communication, satisfaction, and loyalty.

The third competency is creativity. Give your customer the ability to think about their future, look at their problems, or create new perspectives in a brand-new way. Remember that you are not looking just to make a sale or to provide a good or service; you are building your skills and talents into your customer’s future. You have the ability to transform their fear and inspire confidence. You are selling, not a service, but a solution. Master this competency and you will be far ahead of your competitors.

How are you going to make the shift from providing products and services to providing the core competencies of leadership, relationship, and creativity to your customers?