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Simple thing, really. Hi. How are you? I’m a marketing nerd that loves basketball, the gym and Twitter. Wanna exchange numbers? Let’s hang out! OK, that may be the dumbed down version but you get the point. We’re introduced to new people almost every day, in personal or more formal situations. We hope there’s an initial connection and then build off of that with two-way conversations.
Now, let’s take a look at the latter. You attend a networking event, meet tons of great people, share ideas, hand out business cards to stay in contact and then you’re all on your way. Well, looks like things went great, right? They did, up until you get an email; not a ‘Hey, great meeting you last night’ but more to the tune of ‘I added you to my email newsletter without even discussing my business or talking to you face to face. I just happened to nab one of your business cards. We are now connected.’ Scary, right? What’s scarier is that this is my real-life example.
Not only did this person not directly talk to me at this event, they decided that I should get TWO emails in the same day, thanking me for allowing them the opportunity to work with me and ‘purchased’ a subscription on my behalf. Oh, why thank you!
1: I’ve never worked with you, let alone spoke to you
2: If I wanted a subscription that bad, I would’ve asked you for it
Apparently the person assumed we had a relationship because I gave out my business card, which has my email address on it. Now, I could get into the e-mail etiquette side of things but Beth Harte covered that pretty well earlier this week.
What strikes a chord with me though, is the lost art of relationship building. People are stuck on numbers and looking for that quick fix or lead. WAKE UP CALL: things don’t work that way anymore. You can’t meet someone and immediately pitch them a product and expect them to buy it. That potential customer wants to build a rapport and get to know you; not just about your business, they want to get to know YOU.
I understand; times are rougher now than they were in years past, but that gives you even more the reason to step outside of the box & that ‘gorilla’ sales mentality and get back to the basics of relationships and building a positive community around your brand or product.
Is that too much to ask for? How do you think we can better ourselves and the relationships we look to build on a daily basis? What can WE do better to achieve this and make it more of the norm?
Sonny - Amen!
I am in the market research industry and so many times people are focused so much on the quantitative data analysis that can be extracted from the web, social media and anything else that can be quantified, they forget what these tools are all about in the first place...to help you build relationships!
Running a business that is based completely on building relationships and enhancing current ones, I hang my hat on the value of networking and creating new relationships that eventually blossom into a new business partner.
Well put!
Ben
“That potential customer wants to build a rapport and get to know you; not just about your business, they want to get to know YOU”
Whoa, let’s not go too far here. Remember, the purpose of a business transaction is business. As a customer, there is a limit to the relationship I want with people who sell me something.
I was a good product for a good price. And that’s about it.
If you can show that you understand my needs and aren't trying to cheat me, that's great. But I don't necessarily need, or want, to know anything about you personally.
I might be a little sensitive to this right now, because I just bought a car. For me, that experience is right up there on Scott’s-List-Of-Annoying-Things, right between American Idol and having a root canal without anesthesia.
So, yes, you should get to know your customers enough to provide them with a great product or service. But remember, they didn't get in contact with you because they wanted a new best friend. They are talking to you because they want to buy something. Just treat them like a person and sell it to them.
Scott
Excellent point, but I would add the caveat that it is distinctive and industry specific. correct If I was buying a car, i want to know the bottom line and besides getting the feeling the sales staff provides good service and a friendly environment i care less about what colleges his kids plan on attending.
However, on the flip side, in my client relationships, they care very much about me personally including my background, experiences (professional and personal) and current situational agendas. There are many moderators and marketing/market research consultants out there, but they reach out to me because of my personal experiences, my background and my personality. These traits make all the difference in our line of work and the client uses personality traits as a scale for success in the front room where I am interacting with respondents.
But to your point, when I take my girlfriend out for dinner, I don't really care what the waiter does on his/her free time :)
@Ben - glad you enjoyed the read, Ben. I'm sure those of us that are focused on community building are praising building relationships but it works for many other industries and niches, its all a matter of taking that extra step to try to make that customer a long-term one or one that helps spread the word - all because you had a great rapport with the company. I could name numerous instances that its happened to me as a consumer.
@Scott - That sentence might not have been as clear, but you're right on the money with your point. It's not about always having to get to know this person, personally (though sometimes it happens and it is still a great thing) but being treated like a real person and having a genuine trust between the two of you is the key.
And I totally feel you on the car shopping experience. But I have it up there next to reality tv :)
Sonny - I can't tell you how many times I've ended up on email lists like that! It's frightening actually, and some of the time I don't even know what's being sold or marketed!
I agree that there should be some kind of formal interaction before there is a move like that. It's akin to sitting next to someone on the bus and assuming you're friends!
You are right on the money with this post...I have been bleating on for weeks about 'Substance Over Form' and these assumed relationships based upon business cards and subscription lists are a classic example of the latter. Relationships develop based upon substance and in the business world this means that they have (or have the potential to deliver) commercial effectiveness. What troubles me about the social media driven world which is creeping so much into our lives is that the impressionable are encouraged to focus upon achieving form instead of dedicating themselves to delivering something with substance. And if they're building their careers based upon this type of form, they've got a one way ticket to nowhere!
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