I've heard this a lot!
Business owners tell me that
they will do quite well because of relationship marketing. They tell
me that the buyer 'knows' them and they have been buddies since forever.
tell me that have
a friend or an 'in' with a company that they sell to. They
tell me that they have made friends with their buyers.
Even if this works with your
friends, how do you grow? How many friends do you have?
So after you've used up all your friends then your company is at a standstill.
is no loyalty when it comes to money.
The reality is that if someone
else came into your market and sells to your 'friend' and uses a
lower price, better product and better delivery then your 'friend'
will take care of #1, themselves, and abandon you.
You would go for the better
deal all they long wouldn't you? You certainly will not lose
money in your business or have headaches in your business just to
take care of your 'friend'. You won't and neither will they!
building your business on sand and it will not stand the test of time!
You're just wasting effort on
a client that will leave because you aren't the best deal he can find.
When I create superior
marketing the easiest customers to sell are the ones that have
'relationships' with their suppliers. Just read the PALMER
COMPANY case study.
They took an extra $3,000,000
in sales out of their marketplace in about a half a year! All
of these clients ALREADY had suppliers of cleaning solvents for their
companies and they dropped their previous suppliers and went with
Obviously the hold those
suppliers had on their customers was weak and probably based on a
'relationship' spanning years! We just took it.
Do you understand? Your
life is at risk because your business is at risk.