Relate, don't transact or converse
Doc says it best over here:
I remember going into a store that I loved not too long ago. This shop has all sorts of amazing things in it..fun gadgets and stuff I don't need (but often buy 'cause it's cool). Only this day, it appeared as if the sales people had been switched to commission rather than an hourly wage. They 'engaged' with me, complimenting me on my shoes and my handbag, talking about the weather a bit, but everytime I looked at something, they swooped in and started pushing it. I was totally turned off by them making small talk just to sell me their stuff.
I've never been back to the store.
The old experience in that store was me going in, wandering around with delight. Ocassionally, I would pick something up and examine it closer. Nobody came and bothered me...but sometimes other customers would comment on the item, "Ooooo...I love those. I bought one for my sister-in-law, but I want one for myself." or "Isn't that delicious? I totally don't need one, but I bought one anyway." It used to be fun like that. Objects of wonder and people, unhindered wandering around. The former shop owner would sometimes engage in the conversation and tell a story, "Yeah, I found those while on a buying trip to Spain. Aren't they quaint? I had no idea what they would be used for, but knew I had to have them for the shop!" Basically, the store owner was one of her own customers. She was as delighted as us. She remembered my name. Who I shopped for. My personal taste. Never pushy. Almost like a girlfriend.
I would leave there with bags of stuff I didn't need constantly.
When I heard she sold the shop to move to Boulder, I knew things would change and they did. Even the quality went way downhill. The enchanting toys for adults weren't as enchanting. They were cheap-ish and put away so people couldn't touch and share.
It's about more than a conversation. We see bigger operations doing this all around us right now.
I think we'll like the results (of the relationship economy) we're willing to relate, and not just transact or converse. Even if I'm entirely selfish as a customer, I'm more willing to buy goods from a seller I'm used to dealing with, and who has a history of providing me with good service, and improves offerings and services based on good intelligence gained by actually relating to customers, than just by selling stuff to them.Totally. At no point should your interactions with people be about the sale. It should be an added bonus.
I remember going into a store that I loved not too long ago. This shop has all sorts of amazing things in it..fun gadgets and stuff I don't need (but often buy 'cause it's cool). Only this day, it appeared as if the sales people had been switched to commission rather than an hourly wage. They 'engaged' with me, complimenting me on my shoes and my handbag, talking about the weather a bit, but everytime I looked at something, they swooped in and started pushing it. I was totally turned off by them making small talk just to sell me their stuff.
I've never been back to the store.
The old experience in that store was me going in, wandering around with delight. Ocassionally, I would pick something up and examine it closer. Nobody came and bothered me...but sometimes other customers would comment on the item, "Ooooo...I love those. I bought one for my sister-in-law, but I want one for myself." or "Isn't that delicious? I totally don't need one, but I bought one anyway." It used to be fun like that. Objects of wonder and people, unhindered wandering around. The former shop owner would sometimes engage in the conversation and tell a story, "Yeah, I found those while on a buying trip to Spain. Aren't they quaint? I had no idea what they would be used for, but knew I had to have them for the shop!" Basically, the store owner was one of her own customers. She was as delighted as us. She remembered my name. Who I shopped for. My personal taste. Never pushy. Almost like a girlfriend.
I would leave there with bags of stuff I didn't need constantly.
When I heard she sold the shop to move to Boulder, I knew things would change and they did. Even the quality went way downhill. The enchanting toys for adults weren't as enchanting. They were cheap-ish and put away so people couldn't touch and share.
It's about more than a conversation. We see bigger operations doing this all around us right now.
[tags: pinkomarketing, cluetrain, marketing]
2 Comments:
Its again a nail in the head, value creation mechanism that we are talking about is a network/community not a market where transact or exchange would make a lot of sense. In a community value is built through relations and not transactions.
Rajan
http://rajan.wordpress.com
"Even if I'm entirely selfish as a customer, I'm more willing to buy goods from a seller I'm used to dealing with, and who has a history of providing me with good service, and improves offerings and services based on good intelligence gained by actually relating to customers, than just by selling stuff to them."
Isn't this just a fancy way of saying 'treat me right and I'll keep coming back'? I don't see the big revelation here.
In fact,and I could be selling companies short here, but I would bet most companies know this as well. The bigger and more interesting issue IMO, is why they choose not to.
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