Nearly a decade ago I received a call from a fellow car enthusiast and friend who had an associate who needed a vehicle polished for an upcoming event�five days from now! My buddy pleaded with me that this was the kind of guy that could be of real help within my businesses and not only should I polish the classic collector vehicle, it was in my best interest to meet this businessman. Dave went on and on about how this guy was within key circles that just happened to be my ideal clients and he knew everyone that I should know. So, knowing my buddy and how he has a tendency of getting into the right circles, I worked a fourteen hour day just to fit this collector vehicle into my already overbooked schedule.
For months following the service, I continually ran into the new client at several spots where he and his circles frequented. Like many busy professionals, this guy is BUSY�with a capital B but yet he took the time to chat with me every time we ran across each other. This is a guy who could not remember names for five minutes yet he would openly approach me and even introduce me at social events or business gatherings.
Knowing a tad about his passions from our earliest conversations about cars, planes and bikes, I picked something up at an industry show that had his name all over it�a ten dollar gadget that just had to be on his desk! The next time I ran into him, I handed this item to him and upon opening the box, he nearly fell over laughing. Nearly a decade later�he still talks about that silly gift and from what I understand that one silly gift is still in his office. By honesty thinking about his likes, I added a new dimension to our relationship, I took the relationship to a new level and did so very openly and honestly with no expectations of a �return� from my acts of kindness or plain old good service�this guy was cool and someone I could hang out with and that attitude relaxed him.
You see, I never pushed business on him; I treated him as I myself desire to be treated by those that provide services to me. We took the time to get to know him as a person, his passions, his goals and his successes. We as a company attended to his detailing needs as he requested and at the highest level possible and we earned his trust over a long period of time.
About three months after I gave him that small personal gift, this client provided me with a lead that turned into the most profitable contract we had ever received. You see, this client introduced me into circles that solo I would have never been included within. We had finally built one of the most important factors within a relationship�the trust factor.
Later, this client told me that it was our entire staff's sincerity that impressed him most. All that we expected was his satisfaction and in return he told us that while he rarely discusses the businesses that perform services for him, he felt compelled to tell all close to him about our organization and the services we offer.
You may ask, what did Attention To Details or Renny Doyle do that made the difference? What did we do that "compelled" him to help build our business? We treated him like a real person, not a networking source or a dollar sign�a real person that we sincerely delivered to at the level he expected and in return he told others about us and the services we offer in a very big way.
Many business people see networking as strictly an opportunity to sell, yet true and effective networking is better termed relationship management. While networking groups and other events have proven fruitful, the highest returns within the varied businesses I have ran come from meaningful relationships centered on appreciation, respect and trust. Appreciation, respect and trust are not always easy to earn and many business people become discourage and fail to finish the task of building proper relationship before the rewards of such as relationship can be realized. To realize returns at this level, it can take years to build the foundations but that's ok�it takes years to build business correctly.
After a decade of servicing this one client I am pleased to inform you that we continue to do business with this gentleman. While the lifetime value of this one client is substantial, the real value of this client dives much deeper then the amount he has spent with us, he has become a friend and an ally to both our business and me. More sales are made with friendship then pure sales skills alone as I am living proof of that statement and a firm believer in proper relationship management.
