What Does Loyalty Really Mean? It’s More Than Just Rewards Programs

Let’s be honest, the word “loyalty” gets thrown around a lot, right? Companies want your “brand loyalty”, stores bombard you with loyalty programs… but what does it really mean?

Is it about buying the same brand of shampoo over and over, or is there something deeper going on? Because let’s face it, most of us would switch to a better shampoo if one came out, loyalty points or not!

Hold up a minute – are you truly loyal to that new phone, or is it actually the super-helpful salesperson who convinced you? Real loyalty goes way deeper than stuff. We’re loyal to our families, our friends, the causes we believe in… and even our favorite sports team, even if they have a losing season.

Think about the people in your life who have your back no matter what. Who do you trust with your deepest secrets? Chances are, you don’t sit there analyzing your loyalties every day. It just kinda happens, right? But think about this – how do you build that kind of loyalty with others?

It’s not about manipulation or expecting something in return. True loyalty develops over time through trust, respect, and being there for someone when they need you.

My friend and I have what I call a “low maintenance” friendship. But when his wife got sick, I was on speed-dial to watch his kid while he took her to appointments. There was never a question, I just did it. I would have canceled anything for him, and I know he’d do the same for me in a heartbeat. That’s loyalty.

So, how do you earn that? Here’s the not-so-secret secret: do what you say you’re going to do.

Simple, right? And yet so many people mess it up, in both personal and professional relationships.

Bottom line, loyalty gives you a sense of belonging, a safety net for tough times. Knowing that you have people to count on, and that you are that person for others… that feeling gives life purpose!

Here’s a quick checklist to get you started:

  • Honesty first: With yourself and those around you.
  • Act in someone else’s interest, not just your own: True loyalty is about putting others first sometimes.
  • Keep your promises: If you say it, mean it.
  • Be present: Really listen, offer support, remember important details in someone’s life.

Now, there will probably be times when your loyalties are tested. What if you get an amazing job offer but your current team can’t survive without you right now? What if your family member does something you completely disagree with?

There’s no easy answer. Ultimately, you have to follow your heart. But the stronger your relationships are built on genuine loyalty, the easier those tough choices will be to navigate.

Let me know what YOU think about loyalty. Have you ever had your loyalty tested? Share your stories in the comments!

As a co-founder of The Constance Group, I'm at the forefront of revolutionizing sales and leadership strategies worldwide. Our difference? The proprietary "Sales Funnel©" methodology—an innovative approach that significantly enhances selling processes, complemented by our programs in leadership, negotiation, and sales development. Our distinct edge lies in our personalized approach. Prior to any keynote or workshop, I personally collaborate with stakeholders and attendees to develop a tailored, impactful program. This commitment goes beyond content delivery; it’s about crafting actionable insights that participants can immediately leverage for real-world impact. Rooted in behavioral science, our strategies offer profound insights into human behavior, empowering your team to navigate complex scenarios with positive outcomes. Our sessions are designed to be engaging and memorable, mixing potent messages with humor and narratives that not only resonate but also inspire lasting change.

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