A good place to start on this quest for earning our customers’ attention is to consider the idea of “experience”.
Webster defines experience as “the fact or state of having been affected by or gained knowledge through direct observation or participation”
Outeducating vs. Outspending Your Competition
- “Make me smarter.”
- “Help be me more interesting.”
- “Entertain me on a subject I’m passionate about.”
- “Teach me something of value for my job.”
- “Assist me in achieving my creative goals.”
- “Show me how to wow my boss.”
And in exchange for providing this value, the customer will give us a tremendously precious commodity – their time.
Beware though. This does not guarantee we will become instantly more profitable as a company. No, it helps us get closer to earning the right to be considered as a solution to their problems.
Specifically, relationship marketing investments generate short-term feelings of gratitude that drive long-lasting performance benefits based on gratitude-related reciprocal behaviors.
The authors go on to state:
Overall, the research empirically demonstrates that gratitude plays an important role in understanding how relationship marketing investments increase purchase intentions, sales growth, and share of wallet. [Source].
Starting a conversation with a potential customer from this point of view immediately gives your brand a tremendous advantage. Customers are open to learning about a product’s services or competitive advantages if the brand has proved its value up front. Getting to this place of gratitude comes by keeping the customer’s needs front and center. Let’s see what happens when companies fail to take this seriously.