Yesterday, on the way to work, I was listening to Dave Ramsey speak to Joe Beam, author of The Art of Falling in Love. Joe said that there were 3 key elements to falling in love… commitment, intimacy and passion. The conversation really stuck with me – so much so that I made a voice memo about what I heard to write a post later.
I was also discussing it with Troy Burk, co-founder and CEO of Right On Interactive. Troy is passionate about marketing automation but disagrees with many in the industry that disguise their lead generation systems as marketing automation. He believes the nurturing and communication that needs to happen is with your current clients more so than with leads that haven’t committed to your brand. Wow.
Commitment, Intimacy and Passion
- Commitment – customers are making a financial investment in your company for your products and services. It always amazes me how many companies are more committed to the money that their customers bring them than the customers themselves. If you deliver per the contract but your customer isn’t successful, you both lose. You need to be committed to our clients’ success, regardless of the finances necessary. Your clients need to be committed to your success, ensuring that finances also don’t get in the way. We’re blessed with customers who are committed to us and vice versa.
- Intimacy – don’t mistake intimacy for personal affection. Intimacy is also taking the time to understand your customers and for them to understand you. We share our weaknesses with our customers, learn what their weaknesses are, and ensure that we plan to ensure we have both covered. We also learn as much as we can about our customers and share with them far beyond our contracts. We introduce them to our connections, we find them other resources, we recommend them on and off-line. We also don’t sign agreements with companies unless we’re using their products where possible. We try to know them so well that we can effectively sell their products.
- Passion – one of the companies that we’ve talked on and off with is struggling. As we try to figure out how we can help them (they aren’t a client), you can’t find a single person on their staff that is passionate about what they do. They’ve been hiring other well-known spokespeople here and there to join them for webinars and events… but those spokespeople don’t actually use the product. How can they be passionate if they don’t even commit to using the product? The bottom line is that they can’t. It’s why they’re struggling.
Are you committed to your clients? Are you intimate with them, their industry, their positioning, and their challenges? Are you passionate about their products or services? If you answer no to any of these questions, don’t expect to ever fall in love with one another. We love our clients and are proud to say that our clients love us back. It hasn’t always been that way, but our relationships with them continue to blossom.
Last thing…since we’re doing something we love, it’s really not work at all. That’s an incredible place to be in!