Brad Sugars illustrates the “Loyalty Ladder” and shows how to grow customers. People start off as suspects, or demographics. In order to get customers to become prospects, we get them to interact with our business in order to capture their details. In order to get people to become a shopper, it is necessary to give them great service in all areas. A first time buyer is shopper. In order to get a person from a shopper to a customer it is necessary that they buy at least two times from a business. To turn a customer into a member, the business must make the person feel like they belong companies turn their best customers into members. A member becomes an advocate when the client starts telling other people about the incredible services provided. Ultimately, advocates become raving fans when they take action to promote your company.