Your Business is Relationships

Sometimes you want to go where everybody knows your name

Relationships

People want to connect with you. The person/people behind the brand and not the nameless/faceless logo.

People have always wanted to connect. This is not something new. Social media has not changed this but has made it a whole lot easier.

Suddenly, I can reach out to my favorite author, get insight into his/her thoughts on issues and even interact. And possibly, he/she will write back.

Connection & Belonging

Humans crave connection. Company. Companionship. We look for similarities. We want to share. Be seen and heard.

This is often why many of us will go out of the way to do visit the small business/mom & pop shop.  By engaging with us, even asking for our feedback, they show an interest in US and are not just pushing another product. And in turn, we are not just buying the product but the relationship that comes with it.

In the hyper-connected world we live in, with products/reviews/services available at our fingertips, RELATIONSHIPS matter.

Those that build stronger relationships will and do see stronger returns.

Relationship as a Differentiator

It’s why I go out of my way to visit the awesome Allison. Sure, she cuts great hair and you can argue that there are hundreds of hair salons to choose from but I won’t be changing any time soon. She has built a relationship with me that can’t easily be replaced.

It’s why I go to a particular branch of my bank (the rare time that I do go in person) despite there being many much closer to me. I am greeted by a “Hey Sandy, how’s it going!” and not a bland-“How can we help you today”. Sure, this really depends on the particular individual but corporate culture can encourage this type of behavior.

It’s why I train with my bootcamp instructor. She reaches out to me and keeps in touch with me on Twitter in between workouts. She gets me pumped about the next workout & encourages me to stay focused on my goals. I’m not just a random person at the back of the class.

Note, there is nothing unique about the three services I mentioned above. I can do a quick Google search and easily turn up several bootcamp, banks and salons here in Montreal. What makes them unique? They all put emphasis on the relationship.

Bottom line, make your customers feel special. This will get them talking about you to their friends, colleagues, and so on.

Big or Small, Relationships Matter

It’s not too late for big businesses, either. Somewhere along the way, the connection with the people buying your product got lost and it became all about the product. And this may not change and bigger businesses can probably continue to get away with it for some time. However, for smaller businesses relationship building just comes more naturally as this is what helps the business grow. It’s also why for smaller businesses social media can be a natural extension and a way to connect and build more relationships; a way to show more people who you are and what you do.

Relationships matter.

How will you make your customers feel special today?

Your customers are people. Remember that.

Photo:Laram777