As you may know, I spend a lot of time of the road … traveling to seminars and events to meet great agents like yourself. As someone constantly “on the go”, I notice interesting hotel marketing ideas. I just finished up reading an article about Hyatt Hotel’s new summer initiative and I thought that a lot of us could think about this idea for our business and life.
Hyatt’s CEO announced that in the days ahead, managers and employees of the Hyatt chain will be doing favors for some of their customers. These favors will be different: they will be called “random acts of generosity,” like unexpectedly picking up the tab for your hotel-bar drinks or hotel-spa massage. Their whole concept is that by making them unexpected, the gifts will leave the customer not just pleased, but also grateful … and in turn, continue to do more business on the property.
Gratitude is a really powerful emotion. An emotion that can move people very quickly in your direction!
A soon to be published paper by Robert Palmatier in the Journal of Marketing addresses this very subject. Building on past research on the role of gratitude in human relationships, it argues that a customer who is made to feel grateful most likely becomes loyal as a result. Gratitude, as the paper states, can “increase purchase intentions, sales growth and share of wallet.”
So a few questions to throw your way …
· In your business right now, how are you showing gratitude to your past clients and sphere on influence?
· What are you actively doing to let these important people in your life know that you value them as people and their business?
· What more could you do to extend this goodwill?
Take a few moments to think about this idea and comment back to me. I want to hear what you will implement!
Passion Matters and Strategy Rules!
Tom Ferry
P.S. Follow me on Twitter @coachtomferry
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