Every once in a while, you come across content that does the job of putting across your point better than you yourself. Since I discovered David Maister’s web site, I have been finding a lot of content that I so easily relate to. And I will let his content do the talking.
Following are excerpts about DM’s views on building trusted customer
- Decide upfront on how you want to be marketing – a series of transactions (one night stands) or a relationship based long term engagement
- DM brings in the comparison of an expert & advisor. Most people want to take charge (& be experts) rather than an advisor. Both works. Both are different. Just do not pretend to be what you are not!
A comparion between transactional & relation based engagement –
- Scaleable, can be codified & disseminated easily across the organization vs Interpersonal skills of relationship building based …are difficult to spread
- Appealing to those who find comfort the rational, logical or analytical vs Few are prepared for the psychological complexities involved
- Thinking of other person as THEM vs US
- You are OPPONENTS vs COLLABORATORS on the same side
- All you are worried about is ..Short term benefits vs Long term benefits
- There is lot of suspicion vs You are building trust
- Goal is to make yourself look attractive vs ..to understand the other party
- Negotiate & bargain vs You give & you are helpful
- Preserve options & avoid obligations vs You make commitments
- Focus on here & now ..present vs Future
- Develop detailed contracts vs Comfy with ambiguous understanding of future reciprocity
- Main goal is to WIN vs PRESERVE RELATIONS..there are lots of benefits in the future
- Style is impersonal & detached vs Personal, engaged & even intimate
- Preparational & rehearsal of what you will say & do vs Adaptable & flexible to responses of other person
- You listen to the other person vs You listen what they are feeling & why they are saying it
- Feeling is tense & animated vs Relaxed & comfy
- Interactive style is defensive & protective ..win the bargain vs Open & inquisitive
- Exaggeration, misrepresentation & even manufactured appearance is common & many times expected …not really lying, but not completely true either vs Complete integration is required ..exaggeration & misrepresentation is absolutely required
1 thought on “Trusted Customer Relationships”
Another very important factor is the business-customer relationship. Building long-term relationships with customers increases the customer loyalty, and ultimately leading to more profits.
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