A Diehard Customer is a PR Gift that Keeps on Giving
Who is your most loyal, diehard customer? You know, the one who can’t say enough good things about your products and your team; the one who renews every year without question; the one who feels like they owe some measure of their success to you; the one who would sell the socks off your sales team if he spent a week making sales calls for you.
You know who I’m talking about. So is he working for you?
If you are selling into the healthcare or government markets, you definitely want this diehard customer on your sales team. That is because his word is gold in these markets. Prospects tend to be hesitant or cautious of vendors. But when they hear of someone (your diehard customer) like themselves has already taken the leap and reaped the rewards, they are going to be much more willing to take the leap, too.
As a PR professional, I love my clients’ most loyal customers. I can take a single case study and turn it into a feature article in an influential trade publication; I can use it for speaking submissions and award nominations; I can use it to pitch bloggers and analysts; and I can include them in press kits at trade shows.
I’m really proud of the fact that our team at RH Strategic just won a Communicator of the Year Award for this kind of work. We also just finished off a white paper on how to capture and maximize your customers’ best stories. Feel free to send me an e-mail and I’ll send it along.
Tags: case study, customer evidence, success story; white paper