Practical Sales Training™ > How to connect with your buyer > The Owners Club Effect
What is it?
Creating a community for owners of your offering to allow them to connect and communicate.
Why does it work?
It works because it creates additional value for your buyers in the form of a social / support network. Connecting with likeminded people is not only an attractive proposition for your buyers, but can create a community for you to market and sell to in the future.
How can you use it?
If appropriate to your offering, could you create an owners club to connect people together? If could include
- Online forums and access to information.
- Online or in person events and shows.
- Special discounts to encourage members to buy more.
Example:
A high-end bicycle brand creates the “VeloClub” – a private online community for people who have purchased one of their bikes.
Members get access to:
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A private forum to share routes, training tips, and upgrades
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Exclusive invites to in-person group rides and events
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Early access to new product releases
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Member-only discounts on accessories and servicing
Why it works:
It transforms a one-time purchase into an ongoing experience. Buyers feel part of something bigger – a tribe of like-minded people – which increases brand loyalty, customer lifetime value, and word-of-mouth referrals.
This works just as well for:
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Courses (student alumni groups)
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Tech products (user groups)
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Services (client mastermind groups)
See also
