If you’ve ever owned a dog, you’ll know there’s no deeper form of loyalty. Whether you’ve been gone five minutes or five hours, the wagging tail, eager eyes, and unconditional joy when you walk through the door never fail to remind us how simple and special loyalty really is.
As business owners, we often overcomplicate loyalty. We think it requires complex systems, big reward schemes, or endless marketing tactics, but if we stop for a second and take a lesson from our four-legged friends, we’ll discover that loyalty is rooted in something far simpler, including connection, consistency, and care.
Loyalty Is Simple (Dogs Show Us How)
For dogs, loyalty isn’t about the transactions. They don’t need points cards, discounts, sales funnels or complicated offers. Their devotion is built on trust. They know you feed them, walk them, keep them safe, and show them love. That consistency creates security, and in turn, a bond that runs deep.
When you walk through the door, your dog doesn’t weigh up how much you spent on treats this week or compare you to the neighbour down the street. They’re simply happy that you’re there, because your presence equals safety, affection, and reliability. That’s what loyalty looks like in its purest form. It’s unconditional, uncomplicated, and earned through small, everyday actions.
“People do not buy what you do; they buy why you do it.” Simon Sinek
Your clients aren’t that different! They’re not loyal because you offered a one-time deal or flashy incentive. Loyalty in business, just like with dogs, comes from consistency. When you show up regularly, keep your promises, and create a safe, dependable experience, you build trust. Clients feel seen and valued when you listen, respond, and remember the little things about them. That’s what transforms a simple transaction into a long-term relationship.
A discount might win you a sale, but trust and consistency will win you a client for life. Just like your dog greets you at the door with a wagging tail, your clients will return time and again, not because of the offer you made last month, but because of the experience you give them every time they interact with you.
The Unique Human Proposition (UHP®)
This is where the Unique Human Proposition® comes in. Every dog has its own quirky personality, and every business owner brings something human and unique to their clients. That’s the missing piece people will buy into.
Your UHP® isn’t just what you sell, it’s also about who you are. It’s the warmth in your cheery welcome, the consistency in your communication and nurture sequence, and the way you make your clients feel when they work with you. Dogs don’t care about the brand of lead or toy, but they do care about you. Likewise, clients choose businesses because of the humans behind them.
Consistency Creates Confidence
Imagine coming home one day and finding that your dog is ignoring you! You’d be confused, maybe even a little bit hurt. The same applies in business. If your tone, service, or attention falters, your clients will start to feel uncertain about you and your products or services. Consistency in your service, values, and message creates the confidence clients need to keep returning.
When people know what to expect from you, they relax into the relationship. That’s the very foundation of loyalty!
“Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.” Chip Bell
Nurturing Clients is Like Wagging Tails
How do you make your clients feel when they walk through the door?
Dogs greet us like we’re the best thing that’s happened to them all day. Imagine if our clients felt that same sense of delight every time they engaged with us. A heartfelt hello, a thoughtful follow-up, or even just remembering the details of their world, like their birthdays, big wins, and struggles, are all the human equivalent of a wagging tail.
When clients feel celebrated, supported, and genuinely welcomed back, they’ll keep coming back because loyalty thrives on being nurtured.
Loyalty in business doesn’t have to be complicated either. By embodying the lessons our dogs show us daily (trust, consistency, delight, and genuine connection), we create clients who stay, cheerlead, and champion us long term.
So next time your dog greets you with that whole-body wag of joy, ask yourself this question: “Am I making my clients feel this way too?”
Is it time to invest in your business? Book a Sales Day Trip with Jules.
The Sales Day Trip is a new way for us to work together. We spend a full day covering lots of things, including peeling back your business to discover your ideal client and UHP® and building a sales strategy that will be life-changing for anyone who doesn’t like or know how to sell. This training day shares one simple message: ‘Sales is human, and you are unique’.
If you want to ‘Discover your UHP®’ with me, book a 1-hour personal coaching session HERE.
“Jules ‘The Dragon Slayer’ White is a skilled and passionate sales professional with a unique approach that combines a human touch with a strategic mindset. I’ve witnessed and enjoyed her coaching style that inspired our team to achieve excellent results. Her drive for continuous improvement and high standards of customer service make her an asset to any organization.” Antoine Metivier – Consultant Director of Online Partnerships – Fintech
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