The Ultimate Customer Formula

Part 1
The Ultimate Customer Formula
By Noah St. John, Ph.D.

"There are no traffic jams along the extra mile."
- Roger Staubach

Customers are the lifeblood of your business. Without customers - people who buy your product or service - then you really don't have a business, do you? Duh!
But if you ask any business owner, they'll tell you they want more customers. Yet I say that you don't want more customers; what you want are more Evangelists.
What's an Evangelist? In this sense of the word, I mean someone who not only buys from you, but who tells everyone within earshot (and emailshot) how great you are.

There are three kinds of people who buy from you:
1. Customer = someone who buys from you
2. Referrer = someone who tells one or two people about you
3. Evangelist = someone who tells everyone about you

So how do we move people from Customer to Referrer to Evangelist?
By using The Ultimate Customer Formula:
Want + Trust = Customer
Want X Trust = Referrer
Want X Love = Evangelist