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The Value of Relationship In Your Business
[NOTE: This post is part of a series on Entrepreneurship 101 to give a kick-start to those who are thinking about starting their own business. Our regular Job-Seeking and Career-Improvement programming will continue soon!]
Okay, so I’m going to take another day to talk a little more about sales and marketing. And relationship.
Why? Because, as the old sales axe goes, “People buy from people they like”. And it’s true! When’s the last time you bought from a company or a salesperson that ticked you off?
But - and this is the big question - how do you create a relationship with all of your potential clients, whom you don’t know?
Let’s find out…
HOW NOT TO START A RELATIONSHIP
By the way, I swear the following is a true story. You just can’t make stuff like this up. It would seem too fake. But it’s not!
My family and I moved into a new house last fall. Well, it’s not a new house, but it’s new to us. You get the idea.
This couple, who doesn’t know my name, who has never come over to just say, “Welcome to the neigborhood!”…
THAT couple wants me to give some of my hard earned money to them.
We moved into an older, established neighborhood (with trees taller than 6′!!) and we weren’t sure how we’d be received. You see, most of the residents have been here a good, long time. And there are a few that have been in this neighborhood since they broke ground 30+ years ago.
However, we were outside a lot and got to meet a good number of the folks in the area. Most of them we have a “waving” relationship with, but we can build on that (and at least they aren’t shooting at us!)
All except our neighbor on one side. Now, we know someone lives there because we’ve seen their car pull in and out. And I know their name because we’ve received some of their mail (which I’ve returned to them, if you’re curious!). But that’s about all we know.
And, as you can imagine, we had no relationship with these people at all.
Until recently.
One day, getting the mail, I noticed that they’d sent us a letter. That’s odd, since they’ve never waved, said “Hi!”, or even really acknowledged that we’re alive, but I’ll take what I can get. After all, perhaps they’re just very formal, private people. Who knows?
So, I opened the envelope. And inside was a pre-printed letter that started “Dear ___________”. In the blank, they had written, “Neighbor”. This was not starting to look good.
As I read on, I discovered that they were collecting money for some sort of run or another to benefit some sort of disease or another. And they wanted me to sponsor them.
This couple, who doesn’t know my name, who has never come over to just say, “Welcome to the neigborhood!”, who would have to have assiduously planned to to come in accidental contact with my family…..
THAT couple wants me to give some of my hard earned money to them.
Can you imagine?!? What do you think I did? What would youdo?
IT HAPPENS EVERY DAY…
While this example seems particularly outrageous, it happens every day with businesses. A new business opens up in a neighborhood and what do they do?
Do they invite everyone in to say, “Hi!”? Do they send a letter introducing themselves? Heck, do they walk around introducing themselves?
No. Most new businesses send a letter saying, “Hi! I’m in business here! You should call me and give me your hard earned money!” I’ve actually received multiple letters almost exactly like that from newly minted insurance agents in town.
So, the first letter you receive, attempting to initiate a relationship with this new business, isn’t an irresistible offer so that I can get to know them. It isn’t a “free sample night” where I could meet them. It isn’t even a “1% discount for neighborhood residents”.
No, it’s them - someone you don’t know yet - asking for money.
Much like with my neighbor, this is a bad way to start a relationship. Not only will just a small percentage of folks respond, but these businesses are permanently turning off a much larger percentage.
Don’t do that.
THERE MUST BE 50 WAYS TO START A RELATIONSHIP
If there are “50 Ways To Leave Your Lover”, there have got to be at least that many to get to know your potential clients.
“Oh, yeah?” I can hear echoing across blogdom, “name ‘em!”
Okay, I’ll get you started. Here are 11 ways to “Start the Relationship with your new client base”:
- Hold a Grand Opening Party - You’ve probably even been to a few of these. Invite potential clients to have a little free food and drink and find out why you’re so fantastic. Get to meet them personally. Show them what you do. Now they feel like they know you.
- Send a “Getting To Know You” Letter - Explain that you’re newly in business in the area and you really wanted to get to know quality people in the neighborhood. Tell the story of why you started your business (in a compelling manner), which hopefully includes what you couldn’t find as a customer and what you’re doing that nobody else is.
- Give ‘em a (Real) Discount - Explain that you know that your client doesn’t know you from Adam. But, because you want them to get to know you, you’re going to give a significant discount off of their first visit. They just have to call or come by and say, “Howdy, Neighbor!” and they’ll get 40% off.
A side note here - we had an oriental restaurant open up near us once and they proceeded to invite us in to try them out. And gave us a coupon. For 10% off.
If you’re selling gold bars or loose diamonds, 10% off might be okay. But for every other business, it says, “I want to give you something, but you might not like my product and not come back. So, I can’t give you too much of a discount because then I’d lose money.”
- Sponsor a “Day At The Movies” - Especially if you can find a movie whose theme ties in with your business, you could sponsor a day at the movies. Send movie passes to all of your potential clients and, before the movie begins, introduce yourself. Tell how what they’re about to see squares with the reality in your business. Tell them where you’ll be after the movie if they have any questions.
- Go Door To Door - Yes, really. If you’re in a local, retail sort of business, go to the neighborhood most likely to buy from you (like the higher end neighborhoods in the area) and go door to door introducing yourself just like a politician.
Give ‘em a flyer. Give ‘em a coupon. Give ‘em a magnet with your picture and phone number. Whatever - just go and meet them. You’ll set yourself so far apart from the other local businesses, people will remember you.
- Hold a Block Party - If you’re in retail, contact the local neighborhood associations and sponsor a literal block party in their neighborhood. Show yourself. Introduce yourself. Be responsible for a good time and people will remember you.
If you’re more of a professional service, sponsor a “Professional Block Party”. Go somewhere that your potential clients already gather. Then, sponsor a party there and get to know everyone.
The idea is that everyone is already close to home and comfortable. Meet them there!
- Get an Introduction - No matter what your business is, there is already of a group of your potential clients meeting somewhere. At a Chamber of Commerce. At a Professional Trade Show. At a local bar. Whatever. The point is that they’re already meeting in a place of trust.
Now, get together with whomever runs those meetings and arrange an introduction. Have the trusted person tell all about your business to your potential client base. Perhaps you’ll have to give away one instance of your product or service to the person doing the introduction, but it’s worth it.
- Put Up “Now Open!” Signs - This seems almost too simple, but it works like a charm. Depending on what the local laws are, you can put up simple, vinyl signs at intersections in the area.
I know that, when I saw a sign for insurance, I thought to myself, “Who would buy insurance off of a telephone pole?” As it turns out, quite a few people.
It may go against your grain, but just try it and see what happens. I think you’ll be pleasantly surprised.
- Do Something Just a Little Different - Many businesses are hesitant to hire a guy in a chicken outfit to hand out samples or coupons. They think it isn’t professional or makes them seem low class.
I don’t know if they’re right, but what it does do is bring in business. Find some sort of costume related to your business and hop in! If you sell computer stuff, get an Intel “Bunny Suit”. If you sell bananas, get a gorilla suit. I’ve seen people who sell tax advice dress up like the Statue of Liberty. Figure out what applies to your business (even loosely like the tax people) and get that costume.
Then, go meet people. Wave at cars. Hold up a sign. Walk around the store. Tell people about your product or service. It’ll work and you’ll be surprised how well.
- Give Something Away - I know of a high end jeweler that sent out (mostly) fake rings to everyone in a very high-end neighborhood. And they sent a note that said, “We’re sending out thousands of fake rings, and one real diamond ring.
They had to bring their ring into the store on a designated day to find out if they had the real ring. The line was out the door.
- Bring In Someone Well-Known - This person doesn’t need to be well-known to the world, just to your potential client’s world. A big shot from their industry. Someone who they’d want to meet.
Then, just let your potential client base know that this person is in town as a special “getting to know you” present from you.
Mold and adapt these ideas as necessary, but get out there and meet your potential clients!
Next In The Entrepreneurship 101 Series: Business Plans and You
Enjoy the Search!
Dan
Photo by: ozzzie
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