Shift from Transactions to Building Relationships

This past weekend I visited a new Target store that opened near my home. I was reminded why I love Target over retailers like K-Mart and Wal-Mart. It's because Target makes a point of creating a shopping experience that builds their relationship with me.

When I walked through the door, a smiling employee handed me a complimentary reusable bag. As I took the bag from her, she encouraged me to visit the produce section, which I didn't even know the store had. Next, I was looking for a product and another employee with a smile, a friendly voice and helpful manner pointed it out to me. Then, upon check-out, the smiling clerk asked me if I had visited the produce section. "We're really proud of it," she said. And if all that wasn't enough, the shopping carts there are the best-all ergonomically designed, easy to navigate with wheels that actually go the same direction!!

My point today is not to do a commercial for Target, although I would if someone asked me! My point is to remind you that every day, dozens of times you and I have the opportunity to create experiences that build relationships rather than simply going through the motions of transactions. In business, whether you own the business or work for someone else, job #1 is to build relationships that keep your clients and customers coming back and sending their referrals your way. In challenging economic times, building relationships is one of the best ways to recession-proof your business.

Think about it, when you go to a doctor's office, is it just about the technical skill of the doctors or nurses who work there? Hardly. I recently decided to stop going to a particular doctor because of the negative experience I had at numerous points along the way. When you go shopping is it really just about who has the lowest prices, or does the quality of the experience enter in? A recent visit to a Ross store-which looked like a bomb had exploded there-was enough to convince me never to set foot in one again. I'd rather pay a higher price in exchange for a more positive environment and employees who don't look like they're ready to go "postal."

You might still be asking yourself how what I'm saying applies to you. Think about these everyday examples:

• When you leave a voicemail message, are you "just" leaving a message or are you leaving an imprint on the person hearing it that makes them want to return your call?
• When you greet a client, in person or on the phone, are you building the relationship or just transacting business?
• When you write a letter or send an email, do you choose to see it as an opportunity to add value and build the relationship or it is simply one of many transactions you'll have that day?
• When you meet or follow up with a new prospective client are you looking for ways to create rapport and build relationships or just dialing for dollars?
• On a personal level, when you sit down to talk with your spouse or children are you looking at your watch, thinking how busy you are or are you fully present and seeking to connect? In other words, are you growing the relationship or checking something off of your transactional "to do" list?

• Put relationships first, results second. The old saying that "people don't care how much you know until they know how much you care" applies. One of my long-standing coaching clients recently told me about a prospective client who revealed that she loved (as in was nutty about!) a certain country singer. My client decided it would be worth it to see if he could find a magazine cover on eBay with the singer's picture on it. Sure enough he found one, bought it, had it framed and delivered to the prospect. Now I'm not sure if that gesture sealed the deal or got him the business. I do know it left an indelible emotional imprint that won't soon fade with the prospect. And somewhere now or in the future, the investment will pay off. Constantly be asking yourself this question: "How can I build this relationship?"
  
  By the way, sometimes in business the best way to build the relationship is to refer the client to another professional or service provider. This takes courage to be sure but when people know you place their interests above your bottom line they will often look for ways to send business to you anyway.


• Innovate. Add new services to your business or do something familiar in a new way. Not sure what to do? Take a cue from Thomas Leonard, the "founding father" of modern coaching who was famous for creating volunteer R & D teams to test his new ideas and programs. And by the time he was ready to roll out a new program his R & D team had created tons of buzz about it. It paid off in spades with loyal followers who continue to honor his work, years after his death. He was a genius at making people feel valued and growing relationships. To him, it was never just a transaction, it was an opportunity to add value to every relationship. Create your own R & D team, do beta tests, survey your clients about what they would like to experience. Ask employees for their ideas as well. Asking for input and creative ideas from others is a powerful way to build relationships!


• Finally look for ways to enrich the quality of every encounter you have. Take a critical look or listen to everything that represents your business, company or organization:
  
  
  • Do you have a friendly, positive receptionist greeting clients? He or she is the face of your business. Make sure that key point person is building relationships, not simply transacting business, putting through phone calls or worse yet, ignoring people.
  • Listen to your outgoing voicemail message from your caller's perspective. Is it welcoming? Is it informative? Would it make someone glad they called your business, office or organization? Or is it a turn-off, flat and uninspiring?
  • Do you remember names? Do you make it a point to find out about your clients' families and interests?
  • Do you follow-up with clients? Do you thank people for referrals? Do you remember birthdays, anniversaries and other special events?
  • If you have a store front or office is it welcoming and inviting? Does it make people feel as if you have a relationship with them or are you just "doing deals" there?

Quote of the Week

"Excellence always sells."
~~Earl Nightingale

Relationship Building Tools

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"Transforming Your Potential into Performance!"
Betty Mahalik, PCC Life & Business Coach, Trainer bettym@dynamic-coaching.com www.dynamic-coaching.com	Dynamic Solutions 5240 Mustang St. Las Vegas, NV 89130 tel: 702 658-4425 fax: 702 658-5802 mobile: 702 443-0175
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