Zappos is an online shoe and clothing shop founded in 1999. Since its start over a decade ago, they have grossed over $1 billion in 2009. Zappos was built its wealth on relationship marketing which would explain why over 60% of its customers were repeat buyers. Besides having a great selection of shoes, Zappos is greatly known for their customer service. What does an online shoe company have to do with network marketing? They have managed to build a brand that has them recognized as the best in customer service. Zappos success is wrapped in their core values, which are integral part of their daily culture. They live by these values:
- Deliver Wow through service
- Embrace and drive change
- Create fun and a little weirdness
- Be adventurous, creative and open-minded
- Pursue growth and learning
- Build open and honest relationships with communication
- Build a positive team and family spirit
- Do more with less
- Be passionate and determined
- Be humble
Let’s look at how you can include some of these into your business, for example, growth and learning. Everyone wants to feel that they are expanding on what they know and your team will continue to grow if you are providing them with value and knowledge. Weekly training calls and or webinars is an excellent way to accomplish this. Building a positive team and family spirit is another value that you can promote simply by giving your team a name. Everyone wants to feel that they are a part of something great. You can always make a name for yourself by delivering WOW through service, under promise and over deliver. Always give them way more than they expected and give it for free.
Have you ever thought about what your core values are? What type of people do you want to bring into your organization? Ever successful company has this clearly defined and so should you. Me? I define the type of people that I want to directly work with and have it on my blog. You have to be selective with whom you recruit or else what you have is a volunteer organization and volunteer organizations take whoever is available. Once you have defined your core values, then you can hire and fire your business partners based on those values. Along with defining who you’re ideal business associates are you also need to define who your ideal customer is and who they are not. What are their characteristics and behaviors? Get rid of the duds and focus your time and energy into those that exhibit the qualities that you have defined.
Zappos has a stated and written goal to offer the best customer service in the industry and they are guided by their core values to accomplish this simple goal. What are your goals? They need to be clearly defined, realistic and achievable. What’s your brand? What are you doing to differentiate yourself from the thousands of other network marketers? I think that network marketers can learn a great deal about relationship marketing and branding by studying the example that Zappos has built.