Should I focus on Relationships or a Database to Influence?

By Carl Woolston • May 8th, 2009 • Email This Post • Print This Post

For businesses to succeed in the information age they must create individual and deep relationships with their fans as well as focus on increasing the size and reach of their influence.

Business is a numbers game. Every good and experienced salesperson will tell you that only a certain portion of their prospects will buy. Every good and experienced marketer will also tell you that only a percentage of those they are trying to reach will be interested in the product or service they are offering. Numbers are vital to how many customers you can influence, how many sales you can make, and ultimately your bottom line. But numbers are not enough. You could have thousands of people who are in your database, but that doesn’t mean they want to do business with you. You don’t need just numbers, you need influence.

Influence is a byproduct of relationship. I would argue that human beings crave relationships. They want to belong to something bigger than themselves and they want to be a part of something that works. They don’t want to be told one thing and then sold another. This happens far too often in business. People want to be influenced, but by those they trust and look to for direction.

But how do you establish trust in a relationship? It is about being the real you. Whether the real you is a large organization with a large customer service center and sales force or a small organization with just one thought leader and a few employees, the relationship and interaction with your customers must be authentic and intentional. You can’t fake who you are and expect your customers not to find out. You can’t dismiss customer questions and interactions as a bother to your “business vision”. Your business vision must be to interact with and connect with people.

How does this happen?

1) Make the leadership of the organization reachable - This can’t be a ploy on the part of the leadership to “connect” with people. It must be genuine interaction. This could be on a blog, through email, e-books, or online seminars. Each business must determine the right venues, technology, and strategy.

2) Create a culture of transparency - Strive for excellence but admit failures. Council and dialogue with your team to find the right answers. Nobody knows everything and group genius is more powerful than individual knowledge. Listen to your loyal followers and adapt your actions in congruence with your overarching strategy. Share your vision and be passionate. Create a learning organization where ideas and problem solving is rewarded.

3) Have incredible systems - Be conscious of how efficient and effective your systems and processes are working. If you don’t have good systems, you’re bound to fail the customer. If you fail one time, you might get a free “get out of jail” card but more than once and your customer will likely move on and tell others about it.

4) Constantly tweak your message - I’ve seen organizations promote messages that once worked in the marketplace, but now don’t get the same response. Be aware and listen to the needs of the customer and what the marketplace is demanding. Be willing to change.

5) When your message is right, allow it to go viral through free content- If your message isn’t digital in one way or another, you’re bound to fail. Use e-books, blogs, videos, MP3s, and social media to spread your message but make it easy to find, understand, and distribute.

If you want a business to succeed in today’s viral and transparent environment create individual and deep relationships with your fans as well as focus on increasing the size and reach of your influence. Remember that large databases are important, but great relationships are essential.

Photo by Irargerich

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Carl Woolston is a business and marketing consultant with KGaps Consulting, a co-creator of the proprietary marketing methodology “Hub Mentality,”, and a co-founder of The Center for Social Leadership.