Principle #6: Out-&-Out Marketing Makes It Personal
Everyone likes to feel noticed. You probably appreciate your morning coffee barista you remembers your name and order. Or perhaps your dentist remembers that you’re a Green Bay Packers fan and always asks you about the team. These personal touches probably make you feel more comfortable and more likely to continue your relationship.
One major advantage small to medium-sized businesses have is the ability to create personal relationships with their customers. While it might seem old-fashioned or contrived, taking the time and effort to get to know your clients will make them feel more comfortable doing business with you. Ask about their recent trip to the mountains, their grandchildren or their hobby. Find common ground. Above all, customers are people, and the more pleasant your interactions, the more likely they’ll want to have more.
One way to accomplish this transformation to a relational, rather than transactional approach is to interact face-to-face with your customers as much as possible. Sure, it might be simpler and quicker to send a quick email, IM or Facebook message when you need to touch base, but you go a lot further in developing a long-lasting relationship when you meet your clients in person whenever you can.
Simply being nice and likeable, though it seems like it should go without saying, goes a long way in building loyalty among your client-base. When your customers genuinely like you, referrals are more likely to occur and the lifetime value of your client is extended.
Keep it personal.