I Don't Have The Time To Build Relationships
Cycles, waves, seasons, trends — everything comes and goes. Our world is a changing place, the business world is no exception: just when we think we´ve got it figured out, something big changes! As contractors, we enjoyed a decade of prosperity when sales were plenty, and salesman were like ticket sellers for the World Series — just smile at the customers and take their orders! Then there was 2008, and things changed. With contractors struggling to land even the smallest jobs, sales and marketing took on a whole new look. Those who are making it through these lean years are those who are building and nurturing relationships with clients, connecting and engaging. Some marketers are calling this the “Thank You Economy”, or the “Word of Mouth Economy”, where businesses need to show clients their gratitude and commitment in order to keep them coming back and telling their friends. Now, while news headlines can´t seem to make up their minds about whether the economy is recovering or not, it seems from my recent conversations with salesman that things are looking up. They have spent the last two years learning to prospect and build good contacts, and in the last few months they have been rewarded with many bids and sales. Things are looking encouraging, even if we´re not feeling quite confident enough to take out the loan on that yacht! I want to provide a simple warning, however, to business owners and sales staff: don´t forget the past two years of struggles. Building relationships is the key to your success. Don´t say you don´t have time. We all know that you make time for what´s important. If you don´t make time for exercise, the pounds just keep adding up. If you don´t take time away from work, that vacation will never happen. If you don´t make time to work on relationships, they fall apart. So stop and send a thank you note. Take a client out for coffee. Stop by a home just to say hi, and see if they´re still happy with your work. Remember what´s important to them. The salesman who budgets the time to build long-term client relationships will spend less time chasing after dead-end leads. Instead, one-time sales will become repeat customers, and cared-for customers will tell their friends. People want to be cared for — that is one thing that will never go out of season or out of style… it is one economy that will never crash! Decide each day to invest in genuine, caring customer relations as one of the key elements of your sales and marketing plan, and watch your business grow!