Relationship building is not efficient.
That was the focus of the EntreLeadership podcast episode I listened to yesterday morning while sipping my La Colombe Vanilla Draft Latte. Alex Judd (the host) could have been in my head when he said,
“Relationships are not efficient.”
You’d think a common sense statement like this would go without saying since we’re talking about the human practice of getting to know one another and the state of being connected. I mean, there is no excel spreadsheet or value one can assign to measure how little or great our acquaintance or relation is to those we serve, right?
BUT, then I thought about it, and yes, it does need to be stated – exaggerated, even – for business owners who too often forget that the “connections” they’re after for the eventual purpose of conversion should begin with some level of genuineness.
It should be shouted from the rooftops that connection comes before conversion in the business dictionary, and the cultivation of the former is a not-so-efficient process that we should ALL be putting more energy into – especially now.
And I get it.
Focusing on relationship-building doesn’t seem like the natural first order of business in the midst of a crisis …
FOCUSING ON RELATIONSHIP-BUILDING DOESN’T SEEM LIKE THE NATURAL FIRST ORDER OF BUSINESS IN THE MIDST OF A CRISIS …
… but it is. In fact, it’s Priority #1.
The reality is that the businesses that spend their time now growing closer to their customers and finding new and innovative ways to connect with them are the ones that will undoubtedly thrive when this is all over.
Which brings me to Rule #5, the final law in my new brand credo, The Copy Code!
CONNECT FIRST, THEN CONVERT.
It’s the #1 rule in all successful relationship building strategies. This week, I want to challenge you to find at least one new and innovative way that you can connect with your community and strengthen the relationships that exist there. After all, how else will you know how to serve them in the future or what to even promote that’s relevant right now?
-Where is my community spending more time online and how can I tap into the conversations they’re having?
-What commonalities do I share with the most loyal customers in my community and how can I start a two-way conversation around those?
-How can I give my customers a message of hope during this crisis and reassure them of my brand’s dedication to serving them?
-What nonconventional methods can I use to cut through the clutter and talk to my audience like a real human being?
HERE’S SOME IDEAS:
On Friday of last week, I hosted ‘COFFEE SHOP’, a virtual coffee chat with several mompreneurs in my community. No strings attached or sales pitches, just good conversation connecting on the common thing that’s rocked our entire world – becoming homeschool moms.
Dave Ramsey and his crew have been streaming a live series entitled, “A Message of Hope”, featuring weekly addresses of encouragement for small business owners from his personalities and other guest experts.
Harambee Crafts donated face masks to several healthcare providers in their community working on the frontlines with COVID-19 patients. As a modern, handcrafted goods company inspired by the African Diaspora, this was their way of connecting with the individuals working to keep their families safe.
The EntreLeadership Podcast, in addition to switching up their entire content schedule to connect with their listeners in a relevant way, began doing IG live interviews with special guests fielding questions on survival and strategy from small business owners.
Women Entrepreneurs Inc. transformed what would have been their marquee Charleston, SC conference into a month-long virtual Zoom series with keynote presentations, panels, and a community connection check-in.
Comment below and let me know what can YOU do to connect better with your community during this time!