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© Simon Sinek Inc.

Not long ago, the noted business leadership speaker and author, Simon Sinek, posted a short statement on facebook that caught my eye:


“To drive sales, make a pitch.
To build loyalty, make a friend.”


The reason this jumped out at me from the clutter and gibberish of my facebook feed, is that this declaration resonates deeply with how we at Vacano Creative encourage our clients to think about their business and audience(s).


It’s a well-worn maxim in the corporate world that the cost of customer acquisition is far higher than the cost of customer retention. The thing about tired old saws like this is that they’re often true. I find it both interesting and puzzling that I don’t typically encounter small or mid-size business owners who even think about this. When we dig into this, we discover that it does not only refer to the dollars and cents cost of marketing, outreach, promotion, advertising, and so on. It also refers to time, energy, and opportunity cost. The latter “intangibles” may be far more important than the financial aspect.


Certainly, one-off selling (and move along) makes sense for certain types of businesses. For example, people typically only buy one car at a time. But the vast majority of businesses offer a variety of products and/or services. These businesses have much to lose from a sell-once-and-move-on approach, and much to gain from building an enduring relationship with customers. And customers also have much to gain from an ongoing relationship, as they could likely benefit from other products or services offered.





So how do you build a relationship?


There are numerous activities that foster relationship-building between your business and your customers, clients, or constituents. Here are the 5 that we think are most important to consider:



Once you become truly adept at relationship building, you can work on turning your satisfied customers into enthusiastic evangelists for your products and services, and advocates for your business.


So ask yourself: are you just making sales, or are you building relationships?

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If you’re just making sales, or you’re struggling to build relationships, we would love to discuss it with you and explore ideas to help overcome any barriers. Let’s schedule a free 30-minute consultation. By the end of the call, we’ll do our best to provide 2-3 good ideas that you can use for your business, whether you decide to work with us or not.


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