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You’re at the bar, chilled drink in hand, chatting and laughing with friends. Glancing across the crowded dance floor your eye’s momentarily lock with a stranger who flashes back white pearls. The remainder of the evening passes in courtship. This wooing process may involve the buying of drinks, dancing, and perhaps a casual misleading statement with a few exaggerations thrown into the mix.
Let’s say the evening ends pleasantly for the both of you. The two of you part ways, never to meet again. In following weekends the bar scene, and partners may vary but you manage to keep it fresh and yourself entertained. However, fast forward a year or two and your routine has left you burnt out and yearning for a meaningful relationship.
The same thing happens to companies. If the time spent between you and the buyer is fleeting, and the customer is only purchasing a single good or service then it’s likely you’re caught in a viscious cycle of one night stands. Perhaps you’re not even aware of the fact, just like people, companies all too often mistake infatuation with love for the customer.
What actions might you take to begin moving toward meaningful, long term, profitable relationships?
- Get out of the bar (or at least stop looking for a partner there). It’s the hunting ground of opportunistic buyers. Go where your’re likely to find your ideal customers, at the supermarket, a nearby park or a Taekwondo class. Be where your soul mates / potential customers are, whether that be at tradeshows or online forums.
- Stop the acting, drop the puffery. Rather than inventing personalities for every buyer, let your customers fall in love with your authentic self.
- In the same vein, focus on self improvement. Promotion is most effective when the products or services exceed their claims.
- Make an effort to get to know the person. Ask permission for their phone number and email address. Call when you say you’re going to call.
Photo credit bb_Matt
Tags: Marketing, prospecting
