Loyalty’s not extinct—it’s just got new rules. Forget hats, donuts, and shared rituals. Today, it’s all about the concrete value you offer. Are you delivering?
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I was in a session the other day. And you know, everyone loves to pick on younger generations, whatever younger is to you. And the most common thing is younger generations don't believe in loyalty anymore. No one is loyal. Back in my day, we were loyal. Right.
And I had to stop and challenge the audience and say you're not really right. Everyone likes to be loyal. In fact, it's more profitable to be loyal. It's safer to be loyal. It's easier to be loyal...
The problem is, no one is loyal for the same reasons anymore. And so we can't expect loyalty on the back of a wave, “Hi, I like you...” kind of relationship.
People are rewarding loyalty now based on the value you bring to the business. It's not good enough that you took them hats and donuts. It's not good enough that you went to college together, or we're in the same sorority or the same fraternity together anymore. That's not how people are rewarding loyalty.
There's too much at risk in their business lives to reward loyalty on anything except, Are you making me money? Are you saving me time? Are you reducing my stress? Are you improving my employee morale? Are you cutting my costs? Are you helping my business differentiate against the competition? Are you helping me take up market share? Are you helping me take business from the competitors?
The more tangible and intangible value you create for more people inside your organization that you're selling to, your clients’ organizations, with more loyalty you will get.
Don't forget to check out: My Secret for Asking for the Close!