You love the star customer who knows you, trusts you and is willing to try any new product or service that you have. These customers are Gold. They are also few and far between. However, that doesn’t have to be the case. If you want Gold customers, you have to give Gold service. You have to be Gold to them. Understanding this can turn more of your customers into loyal, repeat buyers.

It doesn’t take endless studies or in-depth market research to understand a few important principles. People love to be appreciated and acknowledged for a job well done and to know that they are a valued connection. A greeting card says much more than “thank you”. It tells your customers that you have chosen to invest your precious time in them, it lets them know that they matter to you, to your company.

Creating Gold customers is a matter of heart. That’s what makes people feel connected to you. They may buy with their cash, but they return with their heart.

I recently bought a new car. When I pick up my car after it has been serviced, I always find a nice bottle of water waiting inside for me. It’s a little touch that sends a Gold message. This is just one in a series of many gold touches I get. With each Gold touch, they are creating a loyal Gold customer.

I’ve been so impressed with the attention to detail, quality service, and special treatment that I am already planning on buying my next car from this company. I won’t be in the market for a new car for a few years, but when I am, I know where I’m going. I have also been singing their praises to friends, suggesting they also purchase their cars from “my” new Gold car company. I’m a loyal Gold customer.

I wasn’t a Gold customer when I walked in the door. It was the Gold service that I received that made me a Gold customer.

You love your Gold customers. Why not do what it takes to create more of them? When it comes to turning barely shining customers into sparkling Gold, you make the first move Gold move, and you will get Gold in return.