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While most of you would agree, trying something new can be a great experience. Variety is the spice of life, as the saying goes. Yet, as a business, you ability to keep customers is vital to your success. When it comes to building loyalty among customers and clients, providing certainty is one of the most important things you can do.

Keep customers coming back by doing what the greats do…

Take McDonald’s, for example. Now not many people would argue that McDonald’s is one of the healthier choices available on the market today. Having said that, the global titan continues to churn out profits. In 2015 McDonald’s reported a profit of $1.31 billion, up from $1.07 billion from 2014.

So why is it that McDonald’s continues to grow and keep customers coming back despite the fact that people are more health conscious than ever? Certainty.

Customers know that when the go there, they will receive their food quickly. They will receive pretty much the exact same Big Mac and exact same french fries at any location they patronize. It is a safe and reliable choice, especially if people are not near home.

What if you are in a strange city and you see two options near your hotel late at night. You’d like to eat something before going to bed after a long day of travel. The only two options nearby are McDonald’s and Dirty Johnny’s Burger Shack. Which are you choosing? Dirty Johnny’s might be delicious, but is it really worth the risk at this point? The bad outcome could be really bad, so many people opt for the safe, reliable, and certain choice.

Creating certainty can be done through a variety of ways. It might be a friendly smile and a hello from a greeter. It could be a large chain store having the exact same layout in all of its stores making it easy to navigate. Or maybe it could be a company offering a money-back guarantee for those not completely satisfied.

Whatever it is, your brand and your sales will benefit greatly from creating some level of certainty among your products and services. Watch the video below for more great tips.




Susan Sly is a best selling author, work life balance expert, speaker and entrepreneur. She has appeared on CNN, CNBC, Fox, Lifetime Television and the CBN. Susan is the mother of five children and resides in Scottsdale, Arizona.



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