THE STEPHEN GOWER BLOG

Advocacy Required Transform Your Customer Into Your #1 Sales Ally

by | Leadership

A Treasury of Keepers

Examine the five attitudes!  Customers express five different attitudes:  apathy, ambivalence, antagonism, appreciation, and advocacy.

Five is four too many!  One attitude, advocacy, is obviously superior to the other four.  Even mere appreciation is dangerous.  Appreciative customers will forget you in a hurry.  Successful businesses have appreciative customers. 

Businesses that soar have customers who are advocates.

1. An advocate transcends “attitude.” 

Advocates do not live in a world of feelings.  They transcend attitude and embrace positive behavior.

2. Advocacy wins

Advocacy outdistances apathy, speeds past ambivalence, outplays antagonism, and even outscores mere appreciation.

3. An advocate brings on pleasant surprises. 

Advocacy, a positive, willful, joyful, and fruitful initiative-bias, gets more done for your customers, for your team members, and for your business. 

4. Advocates are active

They talk, write, rave on the behalf of a favorite business.

5. Advocates are delighted

They work for you not out of dread, but out of delight.

6. Advocates are vocal. 

They do not whisper out praises; they shout them.

7. Advocates are opportunistic. 

Their middle name is Opportunity, not Obligation.

8. Advocates are choosy. 

Advocates are a choosy lot.  Time is limited. 

9. Advocates are adventurous. 

They are not shy.  They move out on your behalf.

10. Advocates are tenacious. 

They give up only with a huge reluctance. 

11. Advocates are enthusiastic. 

Your enthusiasm toward them is contagious. 

12. Advocacy travels on five thoroughfares. 

The five main thoroughfares of advocacy are immediacy, individualism, intelligence, inspiration, an invitation. 

 Attitudes tend to shift. 

Your customers do not have to stay the way they are. 

ABOUT STEPHEN GOWER
Stephen is the best-selling author of 26 books, including What Do They See When They See You Coming? He has also written countless articles for a variety of publications and has produced multiple audio books and video programs. Stephen has appeared on PBS Television and XM Sirius Satellite Radio. He continues to hold one of the highest invite-back ratios in the speaking profession.

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