Building Meaningful Relationships With Your Customers

Thinking Outside the Box
by Guest Columnist
Sally Glick
Principal
Sobel & Co., LLC
Livingston, NJ


In thinking about the best marketing ideas I have come across in all my years serving as a professional services marketer, I think it all boils down to treating others as you wish to be treated. It is not very sophisticated advice, and it is certainly not a new idea, but it is the core concept that is at the heart of every marketing communication and branding activity.

When you are trying to attract and retain high quality customers, the first thing you have to do is make them comfortable by creating an environment that makes customers want to do business with your company. It is rarely a glitzy ad campaign or a special deal, but much more often, it is a solid relationship that drives purchasing decisions. Even if tough economic times, despite the need to cut costs, customers who are well treated and who derive value from every interaction are going to do their best to stick with the companies that are good to them.

Listening carefully to someone’s concerns, seeking ways that to be a resource, and ultimately finding solutions for their challenges – these are the ingredients that go into creating a trusted relationship that will be sustainable over time.

While every company needs to have a marketing plan, complete with tools like a website, collateral materials, direct mail campaigns and even the use of social media, nonetheless, the most effective tools you have are your passion for customer service the dedicated people in your company who are able to consistently deliver that service in a meaningful way.
Without a commitment from you and a promise to implement world class service, your marketing materials become less meaningful. I would suggest that instead of spending too much of your budget on creating new marketing materials, perhaps you can invest some of your marketing dollars on training your people and concentrating on excellent service delivery. It is the best way to delight your customers – and to build meaningful, loyal relationships.