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Breakthrough Article

Are you the person that only calls when you want something?

By Dean Ferrara:

Have you ever had that relative or friend that only calls you when they want something?  Do you remember before caller ID how you use to cringe when you picked up the phone, said hello and then heard that voice?  At one point or another, most of us have experienced that person who calls when they need to borrow some money, need help moving some furniture, need a ride, want some advice, need to borrow something, etc. etc., I think you get the point.

After a while that person becomes annoying.  What is it that makes them think you will just keep doing things to help them?  Most of us are kind hearted and will help most anyone who sincerely asks for it.  The problem is, many people will continue taking advantage of that kind-heartedness until we do something about it.  In many cases that “something” can lead to the end of what could have been a good relationship.

We are building relationships every day.  A healthy relationship is one where both people bring something of value into it.  Successful relationships happen when both people contribute.  Isn’t that also true of business relationships?

Most companies and some of their employees are extremely caught up on making their goals or numbers.  Many times they overlook the obvious.  While being goal oriented is extremely important, building, nurturing, and maintaining relationships is a sure fire way to build a successful business.  Make sense? 

Many people call their new or existing customers fairly often.  But what is the goal of your conversation?  Ask almost anyone responsible for generating revenue and I bet you will find out that his or her goal is to get more work.

Imagine your customer as being a bank account.  Each time you call asking only for business you make withdrawals.  Eventually that account will become empty and there will be nothing left. 

Smart businesses are figuring out ways to not only make withdrawals, but deposits as well.  Making considerable deposits into your customer’s professional account will pay you big dividends for years to come. 

Is it as simple as sending a check once a month?  Not exactly, it would be nice if it were as easy as that, but hopefully by now you have learned that nothing worthwhile is easy unless you do business on Fantasy Island. 

Businesses need to figure out ways to send information that can make a customers business more profitable, a customer’s job easier, and the perceived value that you and your business are an extremely important piece in the success of their business. Today, companies need to find ways to stay in front of their customers in a way that is friendly, non-threatening and informative.

There are some very effective approaches to “nurture marketing”.  At e-performance learning we have developed some very unique solutions for making “deposits” into our customers bank accounts.