Business-Building Action from Terry Brock
Relationship marketing is very much like farming. In fact I like to use the term Relationship Farming to more accurately describe what goes on in mutually beneficial business relationships. As any good farmer knows, rain is a critical part of the farming process.
I think the metaphor of rain also applies in relationship marketing. Rain is something that we absolutely have to have for crops to grow. Yet, we often don’t like a rainy day and can consider it a less-than-perfect day if it’s raining. In building relationships, there are times when things are not going as well as we would like. In business we run into times when there are challenges or difficulties because of misunderstandings.
The idea of rain in your relationship marketing is something that is important. Anyone who’s been in business for a while knows that there are going to be times when customers are not completely satisfied. By taking the right approaches you can resolve a lot of difficulties in relationship marketing.
Yes, rain is a part of what we need in life. It reminds me of a quote I read from a 113-year-old man who, when asked the inevitable question, to what he attributes his long life, he responded, “When it rains, I let it.”
This applies to Relationship Marketing as well. Relationships that last, often go through their ups and downs. Any couple who has been married for a while knows this. In business you have people who can be fervent, loyal fans at one time and then leave you later.
Here are some steps you can take to make sure that your Relationship Farming is going well:
1. Realize Rain Is A Necessary Part Of The Farming Process. As we need to have rain for crops to grow, we need rain to nurture business relationships as well. That means that you want to continually nourish relationships and have the appropriate amount of what your customers need.
2. Get The Right Amount Of Rain. Too much rain or two little can wreck havoc with the farming process. In business, there’s a proper balance between promotion, service, new products, and education. Let your customer tell you how much rain is needed just like a farmer will let the crop and the soil determine how much rain and moisture is needed.
3. Sometimes You Have To Create Your Own Rain. We’ve all seen how farmers use irrigation to make sure that farming operates at a much more stable level. In business we sometimes need to go out of our way or go the extra mile to make the customer happy. Find out what the customer needs and always monitor what is going on with important customers.
Think of your own metaphors how rain applies in your business. I have found many clients that come up with great ideas when they use farming as a metaphor for their business. Relationship Farming means that you were going to continue an ongoing relationship with your customers being there for them as they have needs.
And yes, just as farmers are known for getting up early, working extra hard, and going to bed late, being successful in business requires hard work. Watch out for the shysters who tell you that you can get something easy and quick. In life, just like in farming, it takes hard work on a consistent basis to achieve positive results.
Stay the course. Consistently be a good Relationship Farmer. Then you will ultimately enjoy an abundant harvest!
Terry Brock is an international speaker and marketing coach who works with organizations to help them leverage technology and build business relationships. He’s the co-author of the McGraw-Hill best-seller on social media entitled, Klout Matters: How to Engage Customers, Build Your Digital Influence— and Raise Your Klout Score For Success! He can be reached at www.TerryBrock.com or via Twitter – @TerryBrock.
