Think about your favorite restaurant. The place that first crosses your mind when you’re thinking about going out to eat. The restaurant that you always say, “But we just ate there last weekend” and then you end up there anyway because after all, they do have the best food.
What’s the experience like?
When you walk in the door the hostess say, “Hey there, Mrs. And Mr. Smith. Welcome back.”
You get a seat at in your favorite section and the waiter tells you about the daily special. If he describes a dish you can practically taste, you try it. But you’re not worried because you always have your old stand by.
If you know a restaurant like that, you have a customer relationship. You give them money and don’t ever feel like you were manipulated because you know you’re going to get what you pay for. Did you feel like you were sold?
Everyone hates to be sold
As an ethical business owner you probably also hate the feeling of “selling”. You want to just put your business out there and say, “If you like us, we’d love your business.” When you feel like you’re manipulating people into sales, it’s hard to establish a relationship with them because they’re not people, they’re customers.
But business is about selling. Your business sells a product, a service, or even food. So where is the relationship?
Here’s my definition:
Customer relationship is a measure of the willingness of consumers to repeatedly purchase the same or similar products or services from an establishment with which they’ve had previous experience.
If you’re an ethical business owner you love your customers but the customer relationship is all in the attitude of the customers. The key to making sure it’s a positive relationship is over-delivering on your promise.
For example, a customer will have a good relationship with a restaurant that doesn’t just sell food but promises food and delivers a great dining experience.
There is no manipulation in selling the right way. That is, there’s no manipulation as long as you define selling the right way as making a clear promise and delivering more.
So here’s my question. What is your business doing to improve the customer relationship?
If you want to improve your customer relationship by over-delivering, let’s talk about it. Or follow me on Twitter and join the conversation.
