The No. 1 reason customers stop doing business with a company is a perceived attitude of indifference. They don’t think companies care about them, as a valued customer or as a person. Businesses market and sell, get customers to buy their product or service, do quality work, send an invoice, and then never call again. In a challenging economy, that kind of “business as usual” can mean the death of an organization, asserts George Hedley, author of Get Your Business to Work!”

Customers want to feel that a business cares about them — their own business, their challenges, and themselves as individuals — Hedley says. Trusted business relationships, much like friendships, require time and regular contact. Make it a priority to invest in your future by investing time in customer relationship building. Hedley suggests these three action steps:

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1. Make a chart of your top 24 customers. Keep track of the meetings, contacts, and relationship-building sessions you have with your biggest customers. To maintain these relationships, make a commitment to have two customer care meetings every week; that will ensure you see everyone in your top 24 at least once every three months. Get together in a fun setting (like a restaurant, a ballgame, or an industry association meeting) where you can really get to know each other, let your hair down, and mix business and pleasure. Find out how you can do more, provide better service, or improve the quality of your products or services. The key is to show in every way you can that you care about your customers’ future success.

2. Try a “one-a-day” business supplement. Make it a habit to thank customers on a regular and unexpected basis. Every day, send a handwritten thank-you note or card to one valued or potential customer. Tell them you appreciate the opportunity to do business with them, or thank them for letting your company be on their team. Occasionally send out small gifts of appreciation, if your budget allows. Your notes need only be one or two lines long, and should always be handwritten. Look for top-quality cards or stationery that’s different, interesting, or fun. The more unique, the better.

3. Make it personal. When you see a good business article or book related to your customer’s industry, share it to show you care about their future. If you know your customer likes golf, send a picture book on the world’s best golf courses. If he or she likes to fish, get a fancy new lure. Get the point? Make it personal. That’s the essence of relationship marketing. 

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