Brendan Burchard breaks down three steps to create raving fans: build a vision of perfection for each product or service, discover what all your customers actually want, and deliver what you promise plus one small improvement. The key is systems that let your team consistently exceed expectations.
Foreign. This is the type of topic, topic. And you know, as Brendan Burchard says all the time that common sense is not always common practice. So I bet if I sat down, every one of you and I asked you, you know, what are you doing to deliver world class, do you think world class experience, Delivering a world class experience is important? Every one of you would say yes. And then when you actually came down to it, I bet less than probably a quarter of us, me included, are actually doing it. But we're taking aggressive steps in that direction to do this. Okay, so step one, decide what you want. The first step in creating raving fans is deciding what you want to provide to your customers. And, and create a vision of perfection centered on the customer. So create a vision of perfection centered on the customer. So on the listing side, what would be the perfect client experience on the listing side? So I'll use an example of, and I can go either way on this example that I'm about to give, but I'll use it because it's a really good example. So in office listing appointments, I'm going to argue that it's not the vision of perfection centered on the customer in that scenario, you know, getting potential seller clients to come to your office, most of the people that are doing it are doing it because it's easier for them, not because it's a better experience for their, their potential seller clients. I could totally make an argument that it is. But that's an example of, you know, did he pursue that because he thinks it's the best experience for a client or did he because he wants to get more leverage in his business? So anyway, so that's just an example there. So imagine you're a customer or the customer and identify every detail of what would make a raving fan experience for you. So literally on the buy side, you know, a buyer comes into the office for a consult, could you have a parking space reserved for them? Could you have their name on a sign? Could you have, you know, water, soda or snacks, A menu of water, you know, what types of drinks do you have and what types of snacks you have? And give them the menu. Would you like something, you know, and then as you come in, how do you greet them? How do you build rapport? What does that, that phase look like? How do you go into the presentation, those sorts of things? You know, when you're showing property, what does that look like? And I don't think this stuff really is done very often in real estate. I'm telling you, it's the Next level for my team. And so maybe there are some solo agents that just do some of this naturally and they just have a heart toward customer service, but they haven't made it a system wide thing. So for each type of customer or type of product or service, put yourself in the shoes of the customer from the moment you make contact with the company to delivery of the service and beyond. What type of experience can you envision? Changing a customer into a raving fan. So you're taking a total stranger. And from the time that they interact with your company all the way to the time where they close on a property, how can you change them into total a stranger customer into a raving fan? Step two, discover what the customer wants. So next, the company must understand its customer's vision in the context of, of the company's vision. To do this, it is important to first understand who the customer is. Customer is not only the end user of your service, but every single person or business in between. So that includes your vendors, your attorneys, lenders and those sorts of things. Customers. Anyone who may come into contact with any aspect of your business. It also includes potential recruits to your business and new employees. So this whole concept of raving fans, you know, you better make sure that your agents are raving fans of what you do if you're looking to grow. That's critically important for me as I'm looking to, you know, triple the size of my business in the next three to five years. I better make sure everyone, staff and agents are helping me build the business because they're such raving fans of what we do. In order to find out the vision, you may need to read between the lines, listen to what your customers are saying and listen to what they are not saying. The two visions must be compared. So your business, your company's vision, which we did work at the intensive on that, you know, we want to be that, that five star restaurant. We don't want to be a fast food restaurant. I do never, I never want to be a discounter. But I think for the people that play in that space, that's not what I coach. So I'm not going to coach you to be a discounter. We're coaching everyone to be high end. So there's stuff to learn there. So step three, deliver plus one. So this is the Ken plus Blanchard phrase, plus one. So the third step is to deliver the vision, the customer vision of world class plus 1%. So to exceed their expectations, maybe the most difficult of the three guidelines to implement. To create, to truly, truly create. Raving fans. A company must deliver to every customer what was promised consistently, every time, every day. Promise and deliver over and over and over again. This level of consistency requires systems, processes, training, and an ability to change course if it means better service to customers. Once consistency is established, a company should continue to focus on improvement. So we're always making it better. That should be a sort of foundational value of your company, is to make it better. Make it better. The plus 1% of the guideline is a way to center a company on continuous improvement of its vision.
