Focus on creating fans for your business, not customers

There are companies I buy from because they’ve created a culture that draws you in.

There is a company I’ve done business with for a long time. I love everything they make. Over the weekend, when the company released something for pre-order, I didn’t hesitate. With only a description of the product, I got out my credit card and ordered it without delay. 

Why? 

Because I’m a fan. I know what I’m getting from this company. The company’s products bring me joy. I don’t consider myself a customer.

Consider SpaceX. The company doesn’t really make anything individuals can actually buy, unless you have enough cash to buy a rocket that carries astronauts. Thousands of SpaceX fans around the world get alerts on their phones to watch the next rocket launch. And as soon as the company lists a limited edition T-shirt or ball cap on its website, they sell out. 

I shop at most stores because they have what I need, not because I’m a fan. If another store has what I need, I just go there. But there are other companies I buy from because they’ve created a culture that draws you in. People want to be associated with these companies and they’ve created a community. If something goes wrong, they fix it.

There’s a big difference between being a customer and a fan.


For the latest news and information on the global automotive aftermarket industry, visit https://aftermarketintel.com. Do you have news? Contact Aftermarket Intel Editor Mark Phillips at mark@lpnewmedia.com.

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