Why building a lasting relationship with your customers can be as easy as persuading me to buy wine…


Tim Lowe

It may come as no surprise to regular readers that I may, ‘occasionally’, buy the odd bottle of wine or two…

It is not all for consumption immediately of course(though a certain amount of sampling, you will agree, makes perfectly good sense) so I have a very modest cellar to enjoy when the right occasion or dish presents itself …  and naturally I will look to add to this whenever something takes my fancy.

Over the years I have bought wine from a number of places, but in recent times I have settled on just two, as they have taken time to know me. Almost daily I receive communication from one or the other letting me know about something that I’ve previously expressed an interest in, or something brand new that they thought I might like.

Of course, I know they are emailing me because they want me to buy something – but as that was the basis of our relationship in the first place, that has never been a problem. Most of the time the email won’t lead to me making a purchase but that isn’t a problem for them either, as they know nobody buys every single offer they get sent.

However, when I do buy – I will buy from them, as the act of buying from somebody who I am familiar with – and is also familiar with me – always feels a lot more comfortable than walking into somewhere ‘cold’.

On the other hand, I recently received, completely out of the blue, an email for the first time in two years from another chap who not only sells wine, but in fact also hosts wine sampling evenings.

Now, this particular email I only really glanced at and then deleted – not because what he was offering was a bad idea (quite the opposite, in fact.) but receiving that email after a couple of years of no communication did seem a little like being stopped in the street by a stranger rather than receiving an offer from somebody I had regular conversations with.

As you know, I’ve talked many times in the ‘Lowedown’ before about building relationships with both your established and potential customers.  and that longevity in any kind of business relies on having a customer for years rather than just making a single sale.

I have many ten and even fifteen year relationships with customers that have proved very beneficial for both parties (or they wouldn’t have lasted for such a long period) … and of course a great number of newer relationships with customers who started used trading systems like 2MT and have more recently ‘progressed’ to using the Daisho System as well.

So, in conclusion, while some may argue (quite successfully, in all fairness) that it is not exactly difficult to persuade me to buy wine, it is worth paying attention to the methods involved  – and that getting to know your customer and what they might be interested in is absolutely key in the process of building a long term mutually beneficial relationship.

Until next time,

Tim Lowe
Publisher, Tim’s Business Lowe Down

Tim Lowe