Build Customer Relationships and Long-Term Wins
Sometimes the problem with, “Get the deal now!” is that it doesn’t build anything. When you’re trying to build customer relationships are you focused on a short-term fix or long-term gain?
Get the dime in your pocket now and worry about tomorrow later might sometimes seem like the best tactic. After all, you’ve achieved a win. Leading early is often good, but it doesn’t guarantee you’ll finish the race or win the game.
Short-Term Fix
Sometimes the short-term strategy creates a long-term loss.
You might push to close a sale even when it doesn’t align with the customer need. Perhaps you’ll persuade your way with a suggestion of scarcity.
Alternatively you might try to shove your way around with fear by pushing hard for the extended warranty. As a final stand, you might jump up and down, pitch a fit, or hold your breath until you get a yes.
When your short-term strategy is over will you still have any long-term customers?
Build Customer Relationships
There are a lot of businesses that don’t have continuous daily transactions with the same customer.
The realtor, the plumber, and the consultant, when they’re doing their job right it isn’t about a one and many, it is more about a one and done. With a job well done their customers might not come back around for many months or even years.
When you’re considering the customer experience, their satisfaction, and relationship longevity, it has to be built on long-term values, not on short-term wins.
Your culture and brand aren’t built overnight and neither is your reputation.
When you’re building a lasting impression, creating long-term value, and doing it with customers who trust you, you’ll create the kind of win you need. You’ll create a customer experience where the story of your quality and commitment are told, over and over again across time.
The thing of it all is people still talk, and more importantly, they get social, on-line. Some proclaim that word-of-mouth is now world-of-mouth. I think they’re right. What talk will you create?
Long-Term Win
A quick fix or short-term win to put a dime in your pocket today might not be a long-term win. In fact, it could have the biggest cost of all.
Build customer relationships and go for the long-term win.
– DEG
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a four-time author and some of his work includes, Forgotten Respect, Navigating A Multigenerational Workforce and Pivot and Accelerate, The Next Move Is Yours! Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.
