Think about it…  Good businesses really engage in the art of matchmaking – and they do it well!

For business success and longevity, you and your customers need to be a “match.” If customers aren’t the “right fit,” you’ll be mismatched, and definitely out-of-luck.  Also, if you’re not conscious of how to best fulfill your customers’ real needs and desires, you’ll wind up engaging in relationships and sales efforts destined to fall short or fail.

Just like a good matchmaker (any worth their salt that is), examining compatibility and chemistry is critical.  Also, your readiness, combined with relationship-building skills, is paramount for success.

The following are 7 tips for finding, building and sustaining valuable customer relationships through the art of matchmaking:

1) Do Some Research and Introspection.

Spend some time and do the research necessary to get to know your customers or potential customers –and learn about yourself along the way.  This understanding is just as important as the product/service you create and provide.   Research your customer groups, their demographics, lifestyles, psychographics, values, interests, etc.  Utilize services to support research where needed (with the advent of the Internet and social networking so much more is available)–It will save you a lot of time and money in the long run. Take advantage of test marketing on the Internet.  In addition, find common connections you may share with your customer groups that can assist in sustaining your passion and energy for your business.  Strive to incorporate markets of people you enjoy working with most, as well as those you can help the most.

2) Bring Forth Your Uniqueness and “Special-ness.”

Identify what makes you unique and special and put your best, most compelling face forward (however, you must be honest, not phony!).  Humbly, but assertively, express yourself, your perspective, your philosophy and values.  If you need to revamp your look and message so that your “cover” is as nice and as impressive as “the content,” do your company a favor, and make the improvements (i.e.: logo quality, sales collateral, literature, videos, website, etc., etc.).

3) Increase Your Odds with Exposure and Numbers.

Any matchmaker can tell you, you’re much more likely to find Mr./Mrs. Right –or the “right customers”, if you put your company “out there.” Engage in public relations and marketing programs with exposure in areas that mean something to you and your business.  Get involved in your local community, and connect with complementary products or services.  You always need to be smart and targeted; but often, a good degree of success is simply in the numbers.

4) Express Your Confidence and Readiness.

Demonstrate your readiness to start real customer relationships. Open a dialog and create interactive opportunities.  Listen, respond, demonstrate your ability to make it work.  Attitude and preparation go a long way!

5) Build Your Own Company Persona and Value.

Focus first, not so much on getting new customers, but in becoming the kind of company you want to be. This will help attract the kind of customers you really want.  Look within, be the person or organization you’d most respect and like to hire.

6) Demonstrate Your Understanding and Express Appreciation.

Create programs and campaigns that demonstrate your understanding and attentiveness to your customers’ needs and desires.  Be in tune with the worlds your customers they live in, changes, and anticipate needs.  Make them feel special.  Everyone has a deeper desire to feel special and appreciated.

7) Strive to Create Magic and Romance.

All relationships need a little romance and magic in the beginning, as well as throughout the relationship for success.  Add to “the chemistry” by creating experiences that inspire your customers to keep coming back.  Elements of trust, entertainment, innovation, value, and thoughtfulness are part of the magic and romance.  Little things can make a huge impact on customers.

Web Marketing Therapy Related Links:

• Business Success: Questions for Boosting Your “CUSTOMER I.Q.”
• Customer Satisfaction vs. Customer Enthusiasm
• “INFORM & TRANSFORM” for Successful Business Awareness and Sales!
• What is Your Website’s “Authentic Sell-Ability”?

Categories: Blog, Free Therapy Advice, Marketing Interventions, On the Couch, Small Business, Web Marketing Best Practices, Web Marketing Deep Thoughts

Tags: Create a Customer Romance, Customer Compatibility, Customer IQ, Good Business Make Matches, Pamela Sherman, Target Marketing

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