Ted Rubin, as a Concentration Camp survivor, learned about good and bad relationships the hard way. Building on this horrendous experience, he went on to become a marketing and business expert. His focus was the absolute necessity of building good relationships.
Good positive relationships are an essential element in building trust between the business and their customers. As Rubin says: “Trust is priceless.”
Trust is needed, because so many successful businesses completely depend on repeat customers. If customers have any doubts about trusting a company, then they will fly into the arms of a better competitor. “Once bitten, twice shy.”
We live in a very competitive world, and often find ourselves in a “win or lose” situation. We will always enjoy less success than is possible if we alienate our customers. Building trust and rapport spells success.
Rubin compares this good relationship approach to a more traditional dog-eat-dog, competitive world of business. He highlights two such approaches: indifference and hostility.
He suggests indifference is expensive, because if we display a cold, self-seeking approach to potential customers, then we won’t be successful. If the customer gets the impression that you don’t really care about him and his needs, then you’ve lost him. It will cost you a lot in lost revenue. As Dale Carnegie insisted, you cannot “win friends and influence people” unless you genuinely focus on their interests.
Hostility, of course, is even worse. Why would anyone want to do business with someone attacking him? As Rubin says, it’s “unaffordable.” Even when we know this, if we haven’t learned self-discipline and patience, then our anger and hostility will force the failure. Self-control is an essential, non-negotiable element in any mature adult.
Perhaps we need to delve a little deeper into the human heart. Good relationships cannot be built on a trust that is fake. People can sniff it out when they are being lied to. Pretend care and concern for the customer will surface. If you are not really a loving person, then people will know.
To build good relationships, you must be genuine. There is nothing worse that finding out that someone you trusted has been a false friend. This is true in life, and is true in business relationships. Your customer is your bread and butter. So respect them. Honour them with a relationship of trust and co-operation.
Never forget” “Trust is priceless. It’s all about relationships.”
What’s your own experience? Perhaps you’d care to leave a comment below. Thank you.