I keep saying this and people keep agreeing with me, so I’m going to put it in writing:
We are no longer in a Transaction Economy and are now in a Relationship Economy.
Sometimes people ask what I mean and I have two fun little stories that I use as examples. My grandparents were married for 77 years – 8 children, twenty-five grandchildren and still counting on great-grandchildren. What a relationship they had! I swear my grandfather did not make a move without discussing it with my grandmother. I was very close to them as a child – we all lived together a time in an old house in Southeast Portland. I have few memories, but my grandmother – who had been on a mission in Africa when I was born – was always telling me how delighted she was to finally get to know her grand-daughter. Apparently, from her stories, I was quite bossy and she often chuckled at how I kept all the adults in line.
Grandma & Grandpa were married 77 years! Think of the relationship that they must have had. Now, compare that to a friend of a friend who went to Vegas for her bachelorette party, had too many drinks and ended up marrying a guy she met at the pool. I think that one lasted about 77 hours.
If you compare both marriage, most people would see my Grandparents as being richer, fuller and more meaningful. Yes, there were good times and bad times, but these two people stuck it out until the end – together.
That’s the relationship you have to have with your clients. That’s the relationship your customers have to have with your brand. Even if you are selling bikinis, being the brand equivalent of a pool-side-quickie-marriage is not going to work. Your customers will bail and you will be left wondering what went wrong.
Invest in your relationships – via old school networking or social media – and that is where you will find success. Engagement. Understanding. Listening. Thinking. Caring.
Grandma and grandpa did it, so I know you can too. Need help? Call me!