New and unique direct marketing ideas are never easy to come by. More often than not the fresh idea is a remix of another. Sometimes those ideas fall flat on their face. Other times they are so successful we will sit back and wonder: why didn't I think of that?
We all like receiving compliments instead of criticism. As an employee hearing that we performed a job well puts a spring in our step the rest of the day and gives us the impetus to work harder. As a business owner we enjoy receiving accolades for our products or services. As a person we get a little thrill when someone acknowledges that we look nice or we are thanked for our assistance.
Mama always said it takes a lifetime to grow a relationship but only one minute to destroy it. Making a wrong move or taking someone for granted destroys the feeling of trust and camaraderie that is part of a solid connection whether it be personally or business wise. Shrewd business owners are liable to avoid making those mistakes but do not bother cementing the positives of the client/business association. There is a certain lack of rapport.
If compliments are so good at improving relationships, why are businesses not giving them to their clients?
Businesses spend an inordinate amount of time marketing to existing and potential clients in the hopes that those clients will come back again and again. If businesses would spend 5% of the time complimenting their clients as they devote to marketing to them, can you imagine what the results would be?
Jenna Mohalo owns the Oak Hill Gift Emporium. The focus of the business is catering to busy professionals who do not have time to shop. An array of unique items is available for purchase at any time. Her direct marketing concentrates on offering consulting services online, by phone or in person and quick delivery for those last minute gift giving items.
Jenna has been successful from the beginning, but she gets repeat business and a dizzying amount of referrals because she and her staff compliment the clientele. Where other businesses around town spend time thanking their customers with cards and discounts, Oak Hill Gift Emporium takes it a step farther.
Jenna makes sure every client has a database designed specifically for them. Into that database staff includes a customer's business information, personal tastes, who received the gift purchases and why, or any other tidbit of information deemed relevant. The staff then spends time checking the websites of any client, doing a web search for more information (i.e. social networking sites) and reading the local paper to get an idea of the client's interests. Follow up includes a phone call or email thanking them for their business, asking the client if the gift was received in the time specified and if the gift was as advertised. At that time a personal question is inserted: your son is such an enthusiastic soccer play, is he enjoying his league play this year or who designed your website, it is so attractive or even your choice of gift was outstanding and we are sure the recipient will treasure it for years to come.
By knowing and remembering something personal about every client and presenting a compliment along with a thank you a business is able to show that their client is not only monies made on a transaction but a real person. That acknowledgement builds a strong foundation in your customer relationships.
How do you build a strong foundation?
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