Today I am going to discuss a subject near and dear to my heart, and possibly one of the best bits of business building advice I can pass on to all the budding zillionaires who await my blog with joy and excitement every single month (well my kids read it, lol) Yes, a subject that takes me way back in the day to my childhood, where that Jedi master of life (my father) taught so many great things. You see, my dad was so much from the great school, that “old school” where champions were made, and I was lucky to have witnessed so much of that old school and in this new school I get to use what I had witnessed and pass it on. Ah, a tear is forming in my eye and the keyboard is wet as we speak.
Not just loyalty to family and friends but commercial loyalty. In the 87 years my dad walked the earth, he drove the same brand of car, went to the same doctor, same pharmacy, same bank, used the same mechanic, I think he even used the same brand of tyres. My father was not a minority tribe back in the day. Loyalty was a pretty common ingredient in the culture of life elixir. There was no internet, Google, e-commerce, social media, so you couldn’t just jump from search to search looking for a deal. You had to actually go and visit people, so the relationship became a critical part of a business transaction not just the bottom line.
Not only were consumers like my dad looking for a relationship, so were the business of the day. Knowing you by your first name, even your kids’ names, your likes and dislikes, what team you supported, they would know as much as they could so the relationship became super solid and hard for a competitor to break. But more so it made the consumer have a guilt feeling if the thought of leaving crossed their mind.
Now, you’re most likely saying at this stage, “Well, hasn’t CRM just replaced face to face customer knowledge, isn’t it all just the same it’s just automated now, we contact our customers what more do you want!”
Well, yep you would be right. CRM and automation have made sure we bombard our customers with emails, texts, social media posts on all the wonderful new things we have for sale to help them overload those bits of plastic they keep in their wallets.
If I had to zero it down to one major difference, I can sum it up in this one great statement.
“People don’t care what you know, until they know how much you care.”
Back in the day, personal CRM had feelings compared to the state-of-the-art automated CRM of today.
You would walk past a shop and get a wave. When you walked into a business, the first few moments were spent talking about YOU, how was life, how are the family, what about that football team you support and how they are doing this year. Heck even the doctor asked about life before he whipped out the blood test order form.
The art of loyalty was driven by another soon-to-be extinct culture and that is “sincerity”. The big question? Can loyalty and sincerity be saved? The bigger question is, can they be profitable?
You bet your MasterCard they can. And I guarantee you an awesome business builder awaits you, as the statistics show that since Adam was a boy and had no interest in women with apples, it costs a lot less to keep a current customer than it does to find a new one. Loyalty will keep your current customers. And a lack of sincerity, will lose them.
It doesn’t have to be a full-on platform or package from the start. You can begin small. Get a newsletter going, start a database of all customers, send them birthday wishes, just start showing you care about them, not just when you want to sell them something.
I can promise you that even with a small level of showing care? They will be thinking of you first when they are in need of a product or service.
Big Hugs from TheCamel.Co®