It is not uncommon to come across people who are loyal to a particular brand or person. Loyalty they say is very difficult to come by. We both know that aint true!

Instead of going hard on our prospects while trying to talk down our competitor, we should do the opposite by encouraging them for being loyal while educating them on our point of difference.

We should not see them as a lost cause. Instead, we should see them as a plant that needs watering. That way, we would be able to create Top of Mind Awareness (TOMA).

Whenever their preferred brand or person “fumbles”, we automatically become their next stop. We all want a loyal customer don’t we?