Buy from me because you know me.

 

If you sell goods or services online, and the Christmas buying season is important to your business, you'll be in the thick of preparations right now.

 

You'll be figuring out which products to feature, what promotions to run, what discounts to offer, which pages to optimize, which ad campaigns to run...and so on and so on.

 

But how much attention are you paying to the relationships you have with your prospects and customers?

 

Because of the technological wizardry of the web, we tend to lean heavily on "tools" to get our marketing work done and finely tuned.

 

We also learn the best practices when it comes to crafting our sales messages and maximizing conversion rates.

 

That's all well and good. And it's important. But none of it really contributes to the quality of the relationships you create.

 

With the Christmas season on the way (or at any other time of year) what steps have you taken to improve the quality of the relationships you have with your customers?

 

Do they trust you more than they did this time last year?

 

Do they feel they know you better than they did this time last year?

 

Do they feel more confident that you will take care of them than they did this time past year?

 

I'm guessing not.

 

We tend to spend too much time applying tools and systems, and too little time getting to know the people who buy from us.

 

And that's a shame. Because I would always bet on the site that's a little uglier, is a little less sophisticated, is not quite as well optimized...but has an excellent and authentic relationship with its visitors.

 

It's easy to apply tools. It's not so easy to build relationships.

 

But I think it's worth the trouble.

 

You and I, as individuals, like to buy from people we know and trust.

 

It's not so very different online.

 

You'll be more likely to buy from me if you know me.

 

 

 

 

 

 

 

 

 

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