I’ve been thinking…The strongest relationship any one company that I do business with is a weak one at best. I am not personal friends with the owners or anyone else on their staff. Really, the only time we talk is when their products/services is needed. Some of the strongest relationships I have only have a point/reward system that holds our relationship together (Speedway’s Speedy Rewards as an example).

I would be willing to bet that the average consumer or your average customer has the same type of relationship with their product/service providers or your business. Similar to me, they probably only talk with their provider when they need something or when something goes wrong. Yet, also similar to me they would probably brag, “I’ve been with [Business Owner's Name] for years, you should check them out,” like they’ve known the owner personally.

So, what’s this got to do with my business?

Most likely, your most loyal customers have a weak connection at best and the customer that will leave you at the drop of the hat probably has no connection at all, other than price. If that’s true with your customers, then its probably safe to bet that your competitor has the same type of customers with the same type of connections. The question is, how can you use that to your advantage?

I believe that the answer is simple. If your offer at least a weak connection to both your existing customers and your competitor’s customers you will both retain and gain more business.

Here are a few bold ideas to help you do this:

1. Send a weekly or bi-weekly email to both prospects & customers that will educate and give them something of value even if its not related to your products/services. I sent out a bi-weekly email that contained family friendly events for the coming weekend along with a few tips on how to save money with my services.
2. Publish a blog on your website that contains “secrets” that your industry tends to hide. You may get media attention if you do this right with a thought out plan.
3. Set a schedule where you call each customer twice a year just to say hi. Ask if they have any questions, but do not try to sell anything.
4. Offer free expert advise from other local business owners. This gives you a chance to establish a co-branding relationship too.
5. Use Twitter to share referral contests, specials, and other news about your business. People love to be in the loop with whats going on.