Читать книгу Startup Guide to Guerrilla Marketing - Jay Levinson Conrad - Страница 39

The chemistry of a long-term relationship is as complex as the chemistry of a long-term and happy marriage. The starting point is a commitment to the happiness of someone else. The next point is a goal not of customer satisfaction, because that’s relatively simple and common, but of customer bliss—exceeding the expectations of customers, giving more than they anticipated, and caring more than they’re used to sellers caring.

To do this, you’ve got to learn about them. You learn first by listening to them, then by asking more questions and listening carefully once again. Guerrillas often ask those questions on their web sites or with specially prepared customer questionnaires, which solicit personal information. By knowing the personal likes and dislikes of your customers you can render personalized service—clipping articles of interest to special customers or recognizing their achievements and the achievements of their families or businesses.

Some additional ways to use a personal touch when dealing with customers are:

• Handwritten notes on mailings make the customers feel singled out.

• Phone calls that are not part of a telemarketing campaign accomplish the same.

• Using the customers’ names, talking with them on nonbusiness topics.

• Alerting them to special new products or services you have available.

• Responding instantly to their calls, e-mails, faxes, and letters.

All those seemingly insignificant actions act as beneficial catalysts in the chemistry of a healthy buyer-seller relationship. The more details you know of your customers’ lives and businesses, the more empowered you are to mention those details, making each customer feel unique and special rather than part of a large demographic group.

Guerrillas have the insight to know that there’s an extraordinary chemistry that exists in long-term relationships. It doesn’t happen automatically. It doesn’t happen instantly. But when it does happen, the business owner is as delighted as the customer. Figure 5.2 helps you rate your relationship building.

FIGURE 5.2: Are You an Effective Relationship Builder?