Grab Your Free Gift: The 5 C’s of the Infinity Marketing Machine
“If I had asked people what they wanted, they would have said faster horses.” Henry Ford
Thursday: Infinity Customers
“I really like the pontoon.” Said my boat club member.
I followed up with, “what is your next favorite boat?” My member answered, “I like the boat with the cabin.”
Both were good boats, but I was really trying to figure out what boat to buy next for our fleet and this was not helping me. It was not helping because the pontoon and the boat with the cabin were among the least used boats in the fleet… so I knew there was a problem with my question.
My boat club member had been with us a couple years and they liked to “go fast” – neither the pontoon boat nor the cabin cruiser were really the type of boats to “go fast” on…
However… after probing their answer just a little more I finally figured out WHY they liked the pontoon and the cabin boat… it’s because they both had sunshade covers! They liked the boats because they could get out of the sun!!!
That was when we added sun tops to every boat in our boat club fleet and that is when our retention really took off. Our customers became members and the members stick around now… we had lots of years of “one and done” and we couldn’t really figure out why until we asked them…
Now, much like our inspiration for today… had we simply asked our members what they wanted in a boat… we’d have an entire fleet of pontoon boats or boats with cabins, or we’d have a fleet of faster horses!
When in reality our customers wanted a better riding experience. Our customers wanted shade from the sun.
It is very important to talk with your customers to find out what they want, but you really have to THINK about what they are answering to make sure you are getting to the root of their problem. When you solve that problem you will build your tribe and create your infinity customers!
#doinginfinity
Tomorrow… come back for my episode on “Big Money”!
PS: Like my vibe? I want you to join my tribe! Begin with my quick and simple guide to understanding the 5C’s of the Infinity Marketing Machine. I call it #doinginfinity. Click Here and I’ll email you a FREE download.
Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!
Sunday – Week in Review