Meaningful connection building businesses.
“They may forget what you said, but they will never forget how you made them feel.”
In this day and age, the importance of connection cannot be underestimated. In this digital era, while we are all connected online, people are looking for a more meaningful, real connection. COVID showed us how important personal connection is, it is a fundamental human need, akin to food and shelter. In lock down we sort ways to stay connected, Facetime and video calls, zoom meetings, social media became a vital part of staying in-touch – even with people we didn’t know (remember the ‘Bin Isolation Outing’ page, where over a million members watched strangers dress in costumes to take their bins out); we attended ANZAC dawn service on our nature strips and balconies to be a part of a community connection, but this ‘distant connection’ didn’t satisfy that deep internal need,. Still people craved face to face conversations, eye contact, shopping in person, and of course the physical touch of handshakes and hugs. Our mental state suffered from the lack of personal connection.
Building a connection – a rapport, with your clients – your customer base, is a vital part of business today, it connects you, builds a bond, creates loyalty and strengthens your relationship. It is human nature that people like to deal with people they like, that they can relate to, that they connect with.
We are very fortunate in the service and retail sector of our industry, our customers are often frequently returning customers, we are contracted to service their pool regularly or they return to our pool shop for water testing and to purchase their chemicals. We are a destination business, a purpose driven purchase. They come to us for a reason, but they stay with us because they want to do business with us. We get the opportunity to build rapport, foster a connection with our clients, even our in-field service clients.
Let’s face it –chemicals can be purchased from any mass merchant, hell you can even get them at the supermarket. It is connection that keeps them coming back. Building strong customer relationships and fostering loyalty yield numerous economic benefits. Loyal customers are a consistent source of revenue, making repeat purchases, they often spend more per transaction and are less likely to price shop you. They understand that they may pay a little more with you but are prepared to do so because they appreciate the value you add, your expertise and the connection they have with you. They also become brand advocates, gladly recommending you to anyone who will listen - free and powerful advertising!
But it’s not just your clients that you should be building a connection with, I would also encourage you to look at how you connect with your team. Do you really engage with them or it is just on the ‘surface’ – do you know what they like to do in their spare time? Do you know their kid’s (or pet’s) names? What’s going on in their lives? Building connection, taking the time to show true interest in them, shows that you value them, that they are important to you. A team that has a great bond, who are shown that they are valued members of the team, that feel valued and appreciated, are more likely to step up, and less likely to leave.
All any of us want in life is to be acknowledged, appreciated and heard. It’s not hard to do.
What are you doing to build connection with your customers, with your team (and also with your nearest and dearest)? Don’t underestimate the power of connection.
Let’s connect and catch up for a coffee soon – even a ‘virtual’ one!
