We know we’re supposed to develop
relationships with our clients, members, and donors, but sometimes we forget
and think of them more as data than as people.
People who have professional and personal responsibilities. People who have deadlines and goals and roadblocks
or distractions that greet them along the way.
That’s why it’s important to
remember, as frequently as we can, that the relationships we’re starting,
growing, and maintaining require knowledge not only of the individuals’ past
actions, needs, and expectations, but also of our timing.
Consider your family. What would happen if you went home late and
didn’t call or if you completely missed a date with your spouse or significant
other without so much as a heads-up that you wouldn’t be there? What if you missed an important milestone in
a special someone’s life? A
birthday? A game or recital? An anniversary? You’d pretty much be up the creek, and your
family would let you know it.
Your customers are no
different. They count on you to be there
for them when they need you, and when your timing is off or you’re absent
altogether, your relationship suffers. They
lose confidence in you. They no longer
trust you as much as they used to. They
find someone else to help them.
It’s not enough to know the
historical sales of a promotion or offer.
It’s not enough to know the general buying habits and preferences of
your customers. You also need to know
their industry. The things that affect
their calendars, their products and services, and their productivity. You need to know their schedules and the
changes that are taking place in their industry. Then you can perfect your timing. You can offer your market--real live
people--what they need when they need it most.
No comments:
Post a Comment