The goal of your business is not to make a sale. Rather, the goal of your business is to earn profit from sales.
If the goal of your business was to make a sale, then you risk turning your business into a hamster wheel — where you sell one thing to one buyer and then start over trying to sell one thing to another potential buyer. You work hard but get nowhere because of the amount of effort you expend to make a single sale .
The goal of your business is to earn a profit and that is done through increasing your sales and decreasing the amount of effort you expend to make those sales.
One of the ways to do that is to sell to a Customer then turn that Customer into an Evangelist — someone who markets your business for you. A little extra effort is required and the result is more sales at less cost to you.
Many businesses sell and then jump on the hamster wheel to sell to someone else. But the most profitable businesses turn their Customers into a huge sales force of Evangelists.
In this article on Harvard Business Review, writer Matthew Rhoden describes 3 ways that businesses can turn Customers into Evangelists (or as he calls them, “Superfans”).
After you’ve read the article, think about your current Customer-to-Evangelist practices. How effective are they? Consider ways to step up this transformation process to turn your buyers into superfans. Even by tweaking a couple of your processes, and adding just one or two Evangelists, your business will be that much more profitable.