Last week we discussed the topic of Self-Promotion,
that action plan where we proclaim to everyone how wonderful we are, how great
our business is, how much we do, and how everyone must do business with us
because we are so great. We also discussed that perhaps that option is not the
best plan that we can follow.
How well does a policy of Self-Promotion
work? How effective is this policy of telling everyone how great we are? Does
this philosophy actually work for us? Does our Self-Promotion
result in successful sales numbers, and does it recruit loyal customers who
bring others into our customer ranks?
Many businesses look for instant, one-sale customers who
purchase something from us and never buy again. These customers may not believe
that they were well served nor will they refer others to us based on their
feelings about their experience. One-sale customers are looking for quick
solutions to their problems without any concern for the future relationship
with us, and we don’t offer them anything past the sale.
Others seek connections with prospects who will become long-term
clients. These are not instant customers, but are looking for solutions to
their needs over time. These clients are repeat customers, buying over and
over, because we build relationships. These clients will bring referrals into
our businesses, based on their experience as networking partners and our great
client service.
Customers are the people who get any seat available in a
restaurant, often by the kitchen. Clients are those customers who get the seat
they prefer, often by the window with a view, without asking for it. They have
a preferred wait person who may offer suggestions based on past experience and usually
do not need a menu. The customer needs to review the menu and will get whatever
they order without any helpful input.
How can we turn customers into clients? How can we change
the mindset of the one-time customer into the long-term client who refers
others to us and helps everyone succeed? What type of marketing can we practice
that will build relationships and make us partners with others, even if they
are not our customers? Can we have partners when we are not customers of the
other person involved?
Start by stopping the “sell” cycle. Stop trying to “sell” or
“close” everyone we meet. Build relationships by discovering what the other
person needs. How do we do this? Try asking them how they reached the present
point in their business. Just find out what makes them what they are in their
business, and what they are trying to do. If we don’t understand their
business, how can we refer others to them?
Gratitude Marketing means that we show others
that we believe in appreciating their participation in our business’s success.
If they are clients, we must show our gratitude for their business. If they are
not clients, but refer business to us, we must be grateful for their efforts in
that portion of our success. Our partners must know, through our efforts, that
we are grateful and appreciative for their partnership.
Do we spend our days “selling” or “closing” others, or do we
build partnerships with people who know that we appreciate them? Which are
better, lasting partners or one-time customers? Gratitude Marketing always beats Self-Promotion. Please leave me your comments, or email me at
Jim@JimTeasley.com, or call me at 360-314-8691.
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