“There’s no chance that the iPhone is going to get any significant market share.”

This is what the then Microsoft CEO, Steve Ballmer, famously said about Apple’s iPhone in 2007.

Eighteen models and twelve years later, the brand continues to have loyal customers waiting in lines ahead of new releases.

But it wasn’t all Field of Dreams. People didn’t just come to Apple because they built an iPhone. But the company did demonstrate tenacity and resilience as they navigated through the rapid pace in technology changes, an influx of android competitors diluting the company’s market share, and a rise in more complex consumer demands.

Compared to some of its competitors, naysayers may claim that iPhones are inferior due to poor battery life, not being water resistant, and their poor user experience of changing cable ports, which affected previous after-market product purchases. But the iPhone’s loyal followers will glowingly review each new model, impressed by the inclusion of brag-worthy features and overall betterment of the user experience. The company demonstrates that responding to criticism results in the advantage of an improved product or service.

Just because you’ve built and sold something before, and received an influx of leads previously, doesn’t mean you should take historic performance for granted. How do you – as a developer, as a builder, as an estate agent – time and time again stand out from your competitors, to get a loyal line waiting to purchase what you’re offering?

Now’s the time to give your offering an honest rating.

On a scale of 1 to 10, how would you rate your:

  • Product
  • Price
  • Location
  • Customer Service
  • Strength of database
  • Marketing Strategy

Tip: Take out the number 7 from your scores, as this is typically a neutral assessment. If you remove the number 7, you’re forced to choose either 6 or 8, which are ratings with very different actionable results.

Take a look at your results and see what things you have control over to improve. By making these improvements, how will this increase customer receptiveness?

The tech company is the pudding – proof that building brand equity and reputation takes time. And then they will come. What do you offer your leads, to make you worthy of their loyalty?