In a recent issue of his Monday Morning Memo™ , noted consultant Alan Weiss, Ph.D. wrote:
Almost all organizations (public and private, large and small) have three potential interactions with customers and clients: products, services, and relationships. If you focus merely on product, you’re engaged in a price-sensitive commodity. If you focus also on service, you can differentiate and demonstrate more value. However, by including a focus on your relationships with customers you can develop loyal evangelists of your business who will always give you the benefit of the doubt in good times and bad.
This, of course, ties right into the focus on value that John David Mann and I discuss throughout our book, Go-Givers Sell More.
John and I define value as, “The relative worth or desirability of a thing to the end user or beholder.” And, while there are most likely thousands of ways to provide value, they tend to fall under five categories: Excellence, Consistency, Attention, Empathy and Appreciation.
Taking Dr. Weiss’ wise words to heart, what are some examples of relationship-building value (resulting in loyal evangelists) you utilize in your business and experience toward you from other successful businesses?
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I have recently just begun the ‘REFERRAL GROUP’ idea that I learned from the Endless Referrals book. After reading some of the ideas in that I realize I really had no ‘relationship building’ practices at all. Being a simple affiliate marketer and web developer, I can only imagine that getting other businesses owners and individuals to see the value in it, is going to first boil down to them seeing the value in me.
The Referral Group is such a great way to get relationships started. Definitely have to look at the big picture of what can be a year from now or beyond. It feels good to get a new customer, but it definitely feels just as good giving someone else a new customer.
Jeff, what a great letter. Thank you! I love what you said about people, before seeing value in an idea, will need to see the value in you. Absolutely; that’s why developing the “know, like and trust” relationships is so important. And, I have a feeling – just from reading your letter and from your very last line – that you are an extremely quick study. Thank you again and let us know how things are going.
As always Bob, great points. We all need reminders and different prospective. The only way to keep growing.
Lorena Heletea
Thank you, Lorena. And, welcome back. I hope you had an awesome vacation!
I don’t have a specific example for your question but I did have one thought that arouse as I was reading your post. All those values should also be applied to employees of your business. Last spring, I left an accounting firm that I had worked for 4 years for and without a doubt I will always recommend them first before any accounting firm. I am very grateful for the relationships that I built and training I received from them. Have a good day Bob!
Very true, Angie. Great points. I think if there is one thing that the great companies (such as Southwest, and many others, including your former accounting firm) have proven is that to the degree company leadership treats their employees well (in other words, as though they are customers), that’s the degree to which the employees will treat their customers.
The customer relationship is key because it allows my customers to feel OK with asking me tough questions (such as how can I stretch my purchase to last me longer in this economy?) If I hardly knew the customer, they might end up quietly going away (possibly out of embarrassment) but this way, they understand I care for them, not just the sale. I recently read a great book that might be of interest to others — “Beyond Selling Value” ( Shonka & Kosch). Hope that helps!
Excellent points, Jo. And, thank you for the book suggestion!
Bob,
That paragraph resonates one word…TEAM! Once we engage a person in the 8 F’s of life –Faith, Family, Friends, Finances, Fun, Fitness, Freedom, & Following–they clearly understand we are concerned in more than just product or service. It is their journey of life I am most interested in.
It was only through TEAM that I have access to your wisdom & insight! Of that I am forever grateful!
Blessings,
g
Thank you, Geneva, for sharing your always excellent wisdom.