In life, we choose to surround ourselves with people with whom we share common values, and we call these people friends. In business, we surround ourselves with people with whom we share common business values, and we call these people customers. But is there really a huge difference? Are our customers not just our friends, but in a different sphere?
Some of my best and most loyal customers have also become very good friends. We share a laugh when we see each other and have a bit of banter or “craic” (as the Irish call it). I genuinely like catching up with them and it would seem that the feeling is mutual. They certainly seem to enjoy the services my company provides, and I certainly enjoy serving them. In essence, we are closer to friends than to the traditional idea of business acquaintances.
It has been said many times over that people will stay with your company more for the relationship they have with you, than for the products you provide them. In the beginning they may choose to do business with you based on a benefit you can offer them that a competitor cannot. But over time, these benefits really become irrelevant, once they become emotionally involved with you and your company. Think about some of the restaurants you frequently go to, or services you use. Do you still use them because of a great service or product? Or do you go there because the staff know you well, and the experience is familiar and comforting?
When I first started out in business I spent all my time and energy trying to find new customers. I had more meetings than a church hall and made more phone calls than British Telecom. Did I have success? To a varying degree, yes. But are any of my “closed sales” still customers today? Very few. You see the thing that I have learned is that it is not how many customers you have, but how well you look after the loyal base that you do have. A small but genuinely interested customer base grown from a large, but well qualified prospect list, will go much further to growing your business than a large, but largely disinterested list will.
Personally I would prefer to have fewer Facebook likes and Twitter followers who were genuinely interested in what I had to say, than an enormous amount who really couldn’t give a damn. These people are in your tribe. They speak your language and will love what you do. Find these people and watch your business grow. Really, it is that simple.