I’m sure we agree that growing your Quality Customer base is the right path to building your company for the long haul. It’s your Quality Customers who allow you to produce good-margin work, nurture staff members who take pride in their work, and grow a cash flow cushion and the actual value of your company. So, it’s surprising when I come across owners who say that ANY customer who’s willing to buy from them is a Quality Customer. I disagree. I define Quality Customers as not just those with enough resources to afford your services, but of these, only the ones who seek quality and are willing to pay for it and whose basic nature is that they have integrity and want fair dealings. These are the customers who, when you deliver what was promised, will return and more often refer others in-person and online. These are Diamond Certified Quality Customers: the customers who truly sustain and strengthen your business.
The good news is we live in the age of Quality Customers, where a sizable portion of customers can afford and seek quality and fair dealings. Though not a majority, in most industries it’s usually in the 20 to 40 percent range, and these Quality Customers are very easy to identify because THEY LIKE DIAMOND CERTIFIED! That’s right, if your company earns Diamond Certified, the best slice of the market will be influenced to choose your company. Here’s why. Quality Consumers don’t want more noise and louder claims—they want meaning and confidence in a resource that accurately answers these two core questions:
The Diamond Certified Resource answers these questions far better than anyone else because our ratings are the most accurate and relevant to Quality Consumers, and they’re the only ones that have real teeth because they’re backed by the Diamond Certified Performance Guarantee.
The Wisdom of Diamond Certified
If you earn Diamond Certified, you’ll use your Diamond Certified Company Report and Tools with potential customers to build a stronger, more meaningful brand based on proof that your company delivers Highest in Quality results and provides Helpful Expertise to customers. This is the absolute best market position to build your company with Quality Customers.
You’ll reinforce this winning position by handing out your Custom Brochures and attaching your eBrochures to prospect emails, which will increase your company’s transaction rate among Quality Customers. And, you’ll maintain a significant digital advantage over competitors as prospects check you out before deciding by reading your Diamond Certified researched articles, watching your video profile, and confirming your Highest in Quality and Helpful Expertise rating on the trusted Diamond Certified website.
Diamond Certified: The Only Rating of Quality and Helpful Expertise
Too many review sites are gamed and don’t represent a statistically reliable sample of only verified customer surveys. For the past 15 years, we’ve been the gold standard for rating methodology because we make sure sample sizes are large enough and only real customers are surveyed. While our survey questions have always focused on Quality and Customer Loyalty, we learned from our research that Quality Customers also really wanted to know which companies provided Helpful Expertise. As a result, for more than a year now, we ask our new Helpful Expertise survey question for all qualifying and ongoing ratings of Diamond Certified companies. Companies that can’t pass don’t earn Diamond Certified. Companies that don’t keep up our standard of performance in Quality and Helpful Expertise lose Diamond Certified.
Diamond Certified Resource: The Only Home of Local Experts
You know it takes quite a while to become an expert in your field—to learn, experience, and then keep your head in the game by staying up on technology, material, and process changes. Your team’s expertise to precisely deliver on its promises is critical. But, you’re savvy enough to know that for your customers, that expertise alone is not enough. It’s how you explain topics within your field and answer specific questions from Quality Customers that further elevates you above your competition. That’s right, how well you provide Helpful Expertise takes into account each customer’s specific situation, including personality. That’s why it’s “Helpful” as can only be defined by each individual Quality Customer. In addition to “baking” Helpful Expertise right into our Diamond Certified rating, we’ve been working hard to make sure all Diamond Certified companies signal Helpful Expertise. In doing this, we’ve created the only resource of top rated local experts by helping hundreds of company owners become Diamond Certified Expert Contributors, giving them a giant step forward in positioning their companies as providing Helpful Expertise.
Look for more presentations of Diamond Certified Expert Contributors and the Helpful Expertise of our companies within our Diamond Certified Directories, website, and media. Our vision is that by 2017, in addition to being seen as top rated for quality, Diamond Certified companies will be widely known by consumers as the most helpful local experts in their fields.