Building Fluid Customer Relationships
Creating Meaningful Connections: A Guide to Building Strong Customer Relationships
Selling products isn't just about the transaction. It's about creating a relationship with customers that feels as natural and necessary as water. This idea was central to my experience working in a music store.
The “Mad Chocolate”
The staff and I shared a unique trait: we loved to banter. We greeted customers warmly with a 'good morning', regardless of the time of day. We spoke to customers like friends and established an environment of casual, comfortable conversation.
This playful atmosphere was also reflected in our online customer service after we launched our website. Our greetings included playful lines such as “Good morning, would you like some crispy chicken?” We even adopted unusual customer service names. I, for instance, was known as “Mad chocolate.”
This approach was not just about having fun. It was a strategy to position our music store as the go-to professional friend for anyone with a question about musical equipment. We were approachable and relaxed, but when it came to professional queries, we were experts in our field. It was centered around relationship-building rather than direct selling, creating a relationship that didn't feel pushy.
The strategy was still in its testing phase. Then one day, a father and his child came into the store and asked for “Mad Chocolate.” That day, I sold a drum set worth US$3,400. That's when I knew the strategy was successful.
Evolution of Selling
As times change and digital tools and social platforms evolve, the core of selling products remains the same: the relationship you wish to build with your customers.
In the past, the market was dominated by businesses with wide-reaching advertisements. Today, anyone can be a boss online, and small communities are forming on the internet. The advantage of this is that anyone can build influence and relationships within these communities, earning trust and authority. On the contrary, it’s super competitive.
So, how can we stand out from the crowd and building a special relationship with our customers and gain their trust?
Key Strategies to Build Fluid Customer Relationships
1. Consistency is Key
Consistency plays a crucial role in building strong relationships with customers. It's important to have a consistent style of interaction which reflects your brand's character. For instance, while working in a music store, we had a playful and banter-filled style of interaction that customers grew to recognize and appreciate.
In addition to a consistent interaction style, regular communication is also important. Staying in touch with customers helps to maintain a strong relationship and prevents your brand from being forgotten. This could include sending regular newsletters, timely responses to queries, or simply sharing updates about new products or services.
2. Treat Customers Like Real Friends
In my country, there's a saying: If an old friend who hasn't contacted you in years suddenly reaches out, be careful, they might be trying to sell you insurance.
Nobody likes a friend who only reaches out when they need something. This holds true in business. It's vital to avoid only contacting customers when you need something from them. Instead, focus on building a genuine, trusting relationship, and the sales will follow naturally.
3. Provide Value, Don’t Just Sell
The goal with customer interactions should be to provide value, not just to make a sale.
For example, our music store positioned itself as a 'go-to professional friend' for anyone with a question about musical equipment. We were there to offer advice and expertise.
This approach creates a deeper level of trust and appreciation from customers, as they see you as a valuable resource rather than just a seller.
4. Be Professional When Needed
While maintaining a friendly and casual relationship is important, it's equally crucial to demonstrate professionalism when needed. Balancing friendliness with professionalism can help build a relationship that is not only pleasant but also trustworthy.
5. Be Unique
Creating a unique identity can make you stand out from the crowd. This could be through a distinctive style of interaction, a unique branding approach, or even a unique product or service.
When I worked in the music store, we stood out by its unique customer service approach, with unusual greetings and customer service names. This was something both we, as staff, and our customers commonly appreciated.
6. Transparency and Honesty
Transparency and honesty are key in building trust with customers. This involves being open about your business practices, being honest in your communications, and always keeping the customer's best interests at heart. This is crucial in avoiding the experience of feeling used that can come from interactions that are only sales-oriented.
Conclusion
In today's fiercely competitive market, building fluid and natural relationships with customers is the cornerstone of success. It's about more than just selling products; it's about building a relationship.
Every time we talk with a customer is a chance to make this connection stronger. Even as online business changes, these ideas stay true.
Keep your relationships fluid, like water, and you'll find that they become just as indispensable.
Get Started Today
If you haven’t build a regular connection with your customers, consider scheduling newsletters for the upcoming month.
Schedule: 1-2 newsletter per week. If it’s too much to start with, consider bi-weekly, for monthly could cause you to fade from memory.
Content Focus: Provide engaging and relevant content instead of pushing purchases directly. This might include: helpful tips, industry news or business updates.
Length: Aim for a manageable length (500-1000 words).
Call to Action (CTA): Each newsletter should have a clear CTA. This could be encouraging product trials, visiting your website, or following you on social media.