Chevy Tharp

“An ounce of loyalty is worth a pound of cleverness.” – Elbert Hubbard

Recently, I sat down with a potential client and he said, “Chevy, I recently read your article on how important Maui residents are to the success of my local business, and I agreed with you. Without my local customers, my business would not be what it is today. I guess I have always focused my efforts on how to capture revenue from the highly anticipated arrival of visitors throughout the year and have neglected the importance of the resident’s right here in my own backyard.”

I, of course, could not have agreed with him more, and congratulated him on his desire to make a positive shift from his normal mode of operations. Sometimes it is the simplest of things that can really make the biggest difference in our successes. Once, when I was trying to find the right solution to a challenging problem, my company president turned to me and said, “KISS, Chevy, KISS.” I didn’t know how to react, so I just said, “Excuse me?” He laughed at my reaction and said, “Keep It Simple Stupid.” Well, I thought it was funny, but must admit I found a lot of truth in this as well. Don’t overcomplicate things and find ways to build your customer loyalty. There are numerous ways to do this; be as creative as you like, or go with some traditional methods that have consistently proven to be successful over time.

Here are some examples to help get you started on building better customer loyalty within the Maui community:

1. Communicate. Building a lasting relationship requires communication. Communication requires listening to your customer, as well as conveying your own message. One-sided communication is a speech, while mutual communication is a conversation. This builds credibility, confidence and trust.
2. Be Consistent. Be consistent with your quality, responsiveness and delivery of goods or services. Establish a routine and check the pulse of your client relationships.
3. Build Credibility. Two easy steps: First, do what you say you are going to do and follow up. Second, take the time to get the best answer. You may not always have the best response.
4. The Cereal Box Surprise. This is one of my personal favorites. Give your customers more than expected. Don’t tell them in advance; just do something  to demonstrate your appreciation.  Make it fun. Be as creative as you want. Surprise them… surprise yourself. Opening that box of cereal as a kid and finding a surprise buried in the bottom was fun then, and the same philosophy can still apply as an adult.

If you want loyalty, you have to give something in return. Loyalty is a relationship and it should be nurtured. Don’t take it for granted. This is wise business.

Chevy Tharp is regional vice president, Hawaiian Islands and Western U.S., for Meridian Business Brokers & Meridian Group Hawai‘i. Tharp is an international business consultant and business broker who specializes in helping people buy, sell and improve businesses. He welcomes you to contact him at chevy@mghawaii.com or (808) 268-6131.