For a GREAT customer relationship, to engage is not enough; you need to think about getting married.

Think about it – good relationships are a dime a dozen (at least the way we so loosely define a good relationship these days ), but a great relationship is indeed a rare find. Now, why is that you may ask, so let’s first define a great relationship.
In my mind it is first and foremost trust as everything else is derived from that. The customer needs to feel they trust their partner/provider to buy from them and trust ladies and gentlemen takes time and effort - a commodity we cannot really seem to have much of in 2014.

I too look at my kids and think quite often how easy they have it these days. Hard work, challenges and goals seem to all compile into effortless consolation prizes or good enough grades. The smallest difficulty of asking the bus driver to change seats ends way too often by a mom terrified of her kid feel embarrassed walking up to the bus driver and dealing with it herself. Don’t get me wrong, I blame myself as well at times but man, I wish we’d push our kids harder to deal with it themselves.

Add to that the fact that moving around between jobs has become pretty much as common and as acceptable as disconnects in the middle of an AT&T call (oh I am so livid with AT&T just wait for my next post) and you tell me how can we develop trust and GREAT relationships?

However, those who do put the time, the effort, the mind and yes, their heart to it are guaranteed to succeed no matter how many jobs they go through – it is the people after all.

I mentioned in previous posts that I believe in getting personal. Let’s explore it a bit.
A few months ago I met this lady who was one of the founders of LinkedIn and she shared with me a little experiment she ran for a year. She would take a picture of EVERYONE she would meet with. The purpose in some respect was to be able to better relate to that person the next time she would communicate with them and see if it has any effect on the relationship. I didn’t read her entire research but according to her it had a huge impact on the communication. I also believe in the personal aspect of the relationship to add a layer of trust and at the bottom line add to the level of sales.

Again, going back to the time and effort and EVEN if you do move around every couple of years between jobs, think about it as promoting the brand which is YOU. The relationships and trust you build will go with you wherever you go. Just imagine the call you make when you do look for a new job or trying to sell to an old customer where you ask them about their daughter who is supposed to graduate this year (because your notes from 4 years ago show his daughter just got into college) or congratulate them for the Red-Sox going all the way (because your notes show he is a die-hard Red-Sox fan). Tell me if that person would not be that much appreciative, that much more inclined to speak/meet with you and that much interested in hearing what you have to sell.

Some of you may think now that this makes sense and maybe even a bit shallow and you are right. Of course there is more to it than just notes of important personal details and as I keep reiterating it is only part of the relationship building. And it does make sense BUT still, not enough of you out there do it.

A psychologist once told me that she got tired of her husband not getting her anything and she really needs the attention, to feel loved. So once every couple of weeks she buys a little something, wraps it, leaves it in the trunk and tells her husband to pick it up on the way up and bring her that gift “he bought her”. Make your customers, your network, your connection feel loved! Who knows, they might even love you back.

Think about it - even though facebook or skype tell your online friends and connections that it is your birthday and they send you a stupid written note (not even call you…) you are still extremely happy and appreciative when they congratulate you. It feels great (for most of us) to feel loved!

Just like my title says, engaging with the customer is no longer enough and just like in real life marriage, it takes time and effort so go ahead, put the time, make the effort and make it a GREAT relationship. And while you’re at it, take a note…my birthday is this Wednesday, March 26.

Is it a Partnership or a Suppliership?

See, it really is what you make it. 

Yes, it’s hard, it requires some soul searching and facing some hard truth but I say it is a must process. To find out the answer to this question and realize what would you want to be for your customers; a partner or a supplier.

There is a saying in Yidish that says the fish stinks from its head. So whether we take it AZ it is (like the plug in? ...;-)...) or metaphorically it means that the head or heads of the organization are the ones everyone else follow. The way they act, react, the way they move and shake is how the DNA of the corporation will be determined. Just like parenthood, our kids look at us and follow our behavior. If the boss is constantly impatience, itchy and short, this is exactly how his/her employees will behave as well and vise verse if management is positive, providing and accommodating - the employees will follow.

I will try not to take sides on which approach is better and for which kind of organization and will simply make the point that you should purposefully and thoughtfully choose whatever approach you want to “teach” your employees for merely the impact upon the customers.

One of the major caveats when not controlling the attitude of your company/team/department etc. is that later when you realize the situation, changing it is a bitch. SO just like the Fish Philosophy (not the Yidish fish) – Choose your attitude!

I run all the time into managers who believe their way is the right way and while it could very well be the right way, all I’m saying is: do the quarterback. Take a few steps back and observe to make sure that indeed your way is the right way for everyone…INCLUDING your customers.

Many organizations, usually those that have been out there for a while get complaisant and become more of a supplier than a partner and then get surprised their customers start looking elsewhere.

A few months ago I called a travel agent to book an international trip. She was so professional, so correct, so freaking impatient!! Since this was a trip that I was invited to and the hosts paid for it I was forced to work with this agency so I bit my lip and moved on. Just recently, through work, I met the owner of that agency and asked to meet at their offices. Walking in you could feel the unhappiness in the air. One-on-one the owner told me how he is not sure why after so long (almost 30 years!!!) he is losing business. I asked 2 questions: 1. Are you happy coming to work in the morning? And 2 - How do you see your customers? The answer to 1 was “ehh…not so much anymore. I am tired fighting the battle” ad to 2 he said: ”our customers have always said we are their best supplier”.

You see, if you accept yourself as a supplier this is how your customers will see you as well! and a business like travel agency, where you interact personally with the customer on a regular basis you simply cannot afford being a supplier but rather strive to be a true partner. Otherwise you get into a constant battle that will eventually wear you out and get you….tired!

DO the quarterback! Do it now! And answer the question – is it a partnership or a suppliership?

Oh, and make sure you come happy to work! 

I know I do!!