We all have friends or relationships that we have not contacted
recently. We may know what is happening in their lives, or we may not; it does
not matter. We must make an effort to renew our relationships before it is too
late, before anything might happen that prevents us from speaking with the
partner in question.
Gratitude Marketing means that we establish
relationships with others. These may be business people, family, friends,
prospects, customers, or clients. The best way to do this is to meet them
one-on-one and get to know them. We should learn their story of how they
reached this point in their lives, both personally and professionally.
We should not assume that this meeting is the only one with
this person. It may take us several meetings to decide if we know, like, and
trust the other person. If a business relationship develops, then we will have
accomplished one of our goals. If not, maybe a networking relationship can be
what we gain. Either way, we are better than we started. Have we helped make
someone’s life better for these efforts?
Our networking partners and the relationships with them
deserve our continued efforts to maintain the relationships, the friendships,
and the mutual support. We must nurture these relationships and continue to
develop them. People change and so do situations. We should keep current with
our partners. If we do not, how can we know what they may need or what
introductions will help them?
What happens if we lose track of one of our partners? Who do
we know who may assist us in locating them? Perhaps they have changed their
business, or maybe they have relocated out of the area. Are they still the same
person we knew, and can we still refer business to them? Are they even in a
position to answer our referrals if we make them? If they are not, we may lose
face for the failed referral.
If the loss of contact is our fault, how long do we have
before it is too late to attempt to resume the relationship? That may depend on
the person with whom we are attempting to rebuild a partnership. However, a
good rule of thumb is that it never too late to say that we are sorry for
losing contact and for attempting to reestablish contact. Sometimes eating a
little crow may help us regain a friend. Make the effort and see what results.
Nurturing relationships must be a fulltime endeavor. With
customers, marketing never stops with the sale because there is always someone
out there talking in our customer’s ear, telling them how much better business
would be with them. We must maintain our contact and support our relationships
as if we were growing a crop. We will lose some customers or relationships, but
we will develop and maintain many more.
Gratitude Marketing means many things to us. It means developing and
appreciating our relationships no matter the basis for them. It means that it
is never too late for saying that we are sorry, and it means being true to our
word in what we say. It also means doing the “right thing” when we do business,
no matter what results. Don’t wait to develop relationships and don’t delay
their maintenance.
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