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Guerrilla Relationships Guerrillas strive for and savor long term relationships with their customers. They well know the myriad of benefits of long lasting connections and do all in their power to establish and nourish them. They're well aware that it costs them six times more to sell something to a prospect than to sell that same thing to a customer. It's one thing to know the value of a long-term relationship. It's something completely different to engage in activities that spawn such delicious connections. The chemistry of a long term relationship is as complex as the chemistry of a long term and happy marriage. The starting point is a commitment to the happiness of someone else. The next point is a goal not of customer satisfaction, because that's relatively simple and common, but of customer bliss - exceeding the expectations of customers, giving them more than they anticipated, caring more than they're used to sellers caring. To do this, you've got to learn about them. You learn first by listening to them, then by asking more questions and listening carefully once again. Guerrillas often ask those questions on their website or with specially prepared customer questionnaires which solicit personal information. By knowing the personal likes and dislikes of your customers you can render personalized service - such as clipping articles of interest to special customers or recognizing their achievements and the achievements of their families or businesses. Handwritten notes on mailings make your customers feel singled out. Phone calls that are not part of a telemarketing campaign accomplish the same. Using your customers' names, talking with them of non-business topics, alerting them to special new products or services you have available, and responding instantly to their calls and emails, faxes and letters - all those seemingly insignificant actions act as beneficial catalysts in the chemistry of a healthy buyer-seller relationship. The more details you know of your customers' lives and businesses, the more empowered you are to mention those details, making each customer feel unique and special rather than part of a large demographic group. Guerrillas have the insight to know that there's an extraordinary chemistry that exists in long term relationships. It doesn't happen automatically. It doesn't happen instantly. But when it does happen, the business owner is as delighted as the customer.
(C) 2007 Mitch Meyerson |
