Earth, Wind & Fire recorded a song in 1979 called, After the Love Has Gone. And of course there was the classic 1976 tune by KISS, Love ‘Em and Leave ‘Em. There’s an eerie parallel with these titles and our relationships – with our friends and with our customers. Remember when we were growing up? Most of us had a number of friends during our school years. Then we launched our careers and families, and guess what? Many of those friendships went on hold. We found ourselves burning the candle at both ends and struggling to make the kids’ soccer games, juggle business trips with date nights, and generally keep our heads above water. Sound familiar? Gradually we sort of drifted away from all but a very small, close-knit group of friends. If we are introspective about our entrepreneurial lives, is the same thing happening with our business relationships?
I’ve written before about my philosophy on relationships. I want to build and nurture as many relationships as possible over the course of my career for the purpose of serving them. And I’ve said before that I try to do this without any sense of quid pro quo. Deep at my core I believe that if we are truly committed to serving our relationships in whatever way possible, the Law of Attraction will bring great good into our lives.
So what happens after the sale? We work hard for six months (sometimes much longer) to build a relationship with a prospective customer. Then she buys what we’re selling. We’re elated and we make sure that the product or service is delivered in fine fashion. Then what? Six months later, what have we done to maintain the relationship? If the customer is going to buy our product or service on a recurring basis, chances are that we’ll stay in touch and continue “selling.” Maybe we take the customer to a ballgame or out for dinner. But what about a customer that has purchased something and there’s virtually no chance that another purchase will occur in the future? Do we “love ‘em and leave ‘em?
It’s rare that we find an entrepreneur who builds the relationship for the purpose of serving it. Usually there are strings attached. I’ve been on the receiving end of this my entire life. When someone wants to sell me something they butter me up and shower me with accolades, gifts and other forms of attention. If I don’t buy, they may try for a while, but eventually they drift away. If I do buy and there’s not a reason to buy the same product or service again, I’m usually dropped like a hot potato within a week. The National Sales Executive Association says that 80% of sales are made on the fifth through the twelfth contact. This means that a significant amount of time and effort must be invested to build a relationship sufficient to close the deal. This being the case, why would we not want to continue to maintain that relationship in perpetuity?
Some of us may be thinking, “This makes sense. Even though the customer might not buy again from us, keeping the relationship alive could be good for referrals.” Yes, this may be true, BUT once again we’ve attached strings to the relationship. What if we maintained the relationship because it’s the right thing for us to do? What if we maintained the relationship because we genuinely want to help other people? What if we maintained the relationship because it’s a form of expressing gratitude for all of the wonderful things that others have done for us? If we’re thinking that we just don’t have time to nurture relationships after the sale, then we are working against the Law of Attraction. There’s good flowing all around us – but if we start putting limits on our relationships we’re preventing that good from flowing our way.
Maintaining friendships and business relationships requires an intentional effort. It also means that we have to make a choice about the true purpose of such relationships. Will it be “Get Off of My Cloud” (Rolling Stones – 1965) or “Better Together” (Jack Johnson – 2005)?
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This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.