It was 9:30 P.M. when my cell phone rang. It was one of my clients.
“Hey Jason, just wanted to catch up on some of the tests we are running…Oh dude, those enchiladas you cooked the other night looked amazing…What are your kids up to?”
I hung up the phone feeling so grateful that I have had the opportunity to develop such deep, personal relationships with my clients. I instantly took to Twitter to find out if others have been able to enjoy this type of interaction with their clients.
I’ll admit that I was a bit surprised by some of the feedback I received from some saying you should just stick to business and never make it personal to others saying that business relationships are fragile, so it’s best to just do what they pay you for then go on your way.
Maybe I’m wrong, I’ve been wrong many times in the past, but I strongly believe that in this new economy that we have found ourselves in, traditional B2B is no longer good enough, from mom & pops to massive multinationals, people expect business to be done on a personal level.
I continually remind my employees about the importance of humanizing our clients. You don’t have to be best friends with them. You don’t have to go out to dinner and a show together. But you must see them as more than a signature on a contract, you must see them as more than just a business entity.
I use a visualization technique with my team to help illustrate my point, imagine your client is your mom or your brother or your best friend, would you treat them any different?
Whether you like it or not, business is personal now and regardless of what the naysayers would have you believe, personal scales. Those who are stuck in past, when business was just business, cold and sterile, are destined to stay stuck in the past.
It’s no longer ok to do business-to-business, it has to be more personal than that. I don’t do business with a corporation, I do business with my friend Jesse who just happens to work at a corporation.
It’s a huge mental shift, those who can make it will dominate!!!