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Relationships for Guerrillas No man—and no business—is an island.
Guerrillas strive for and savor long-term relationships with their customers. They well know the myriad of benefits of long lasting connections and do all in their power to establish and nourish them. They’re well aware that it costs them six times more to sell something to a prospect than to sell that same thing to a customer. It’s one thing, however, to know the value of a long-term relationship and it’s something entirely different to engage in activities that spawn such delicious connections. Relationship
chemistry
The chemistry of a long-term relationship is as complex as the chemistry of a long-term and happy marriage. The starting point is a commitment to the happiness of someone else. The next point is a goal not of customer satisfaction, because that’s relatively simple and common, but of customer bliss— exceeding the expectations of customers, giving more than they anticipated, caring more than they’re used to sellers caring. To do this, you’ve got to learn about them.
You learn first by listening to them, then by asking more questions and
listening carefully once again.
Guerrillas often ask those questions on their web site or with specially prepared customer questionnaires, which solicit personal information. By knowing the personal likes and dislikes of your customers you can render personalized service—such as clipping articles of interest to special customers or recognizing their achievements and the achievements of their families or businesses. More personal touches Here are some additional ways to use a personal touch when dealing with customers.
Details All those seemingly insignificant actions act as beneficial catalysts in the chemistry of a healthy buyer-seller relationship. The more details you know of your customers’ lives and businesses, the more empowered you are to mention those details, making each customer feel unique and special rather than part of a large demographic group. Guerrillas have the insight to know that there’s an
extraordinary chemistry that exists in long-term relationships. It doesn’t
happen automatically. It doesn’t happen instantly. But when it does happen, the
business owner is as delighted as the customer.
(C) 2007 Mitch Meyerson |
