My phone just rang. It was my friend and business partner Brian Ingle. Brian sells printing and promotional products for Links Print and he’s always honing his relationship building skills.
“Hey,” says Brian. “I just called to let you know that Mary Shellum is allowing me the privilege of printing her job. So I’m calling to show you my appreciation. You get to choose how I show my gratitude.”
“Great!” I said. (Like most people, I’m quite fond of being appreciated.) “What’s behind door number one?”
“Behind door number 1 is a $50 gift card.”
“Neat. And door number two?”
“A nifty catalog of goodies and products that you can brand with your business name.”
Although tempted to shop for Bungalo Group coffee cups and other stylish items from Links Print, I choose the gift card. I’m a little frugal when it comes to eating out, so a gift card is always good. After hanging up the phone I asked myself, what’s the lesson here?
Brian is doing two things right:
First, he’s showing appreciation. But more importantly…. and here’s the important part… he’s nurturing the relationship. By calling me up, talking with me, and offering me a choice of thank you gifts he’s building the personal connection. He’s been doing it for years. So I keep coming back: because in addition to excellent service, and competitive pricing, he’s making me feel good. He’s fun to work with and I like it when he calls.
From time to time I hear people complain about pricing pressure. Working in the printing business, Brian knows what it’s like to sell a product or service that’s been “commoditized.” His response: first: add value, always try to add a little something to the transaction. And second: nurture the relationship. Because making people feel good is a powerful differentiator.
Did I mention he helped us refinish our floors a few years back?
Filed under: strategy, tips and ideas Tagged: | sales
