Back during my college years, I worked the night shift at a Walmart located at the intersection of an interstate and a major highway. And in case you were wondering, college town, late nights, and lots of out of area traffic is a recipe for weirdness. From drunks fighting, to attempted thefts, to people shopping in their underwear, there were no normal nights at work while doing this job. It always produced some odd story of human interaction for me to share in my sociology class the next day.
One night as I was arriving for work at my normal 10 PM, a man approached me in the parking lot. He said he was travelling from Florida to Mississippi to see his kid, but he’d lost his wallet and run out of gas. He also added several finer details to the story like his son needing cancer treatments. This really pulled on my heart strings while adding to the urgency of his dilemma. He asked if I could help, and I was glad to. As a broke college kid, I didn’t have much to offer, but I gave him what I could and felt happy that I could help.
A month or so went by, and I had all but forgotten about the meeting until one night I was approached by the exact same man who told me the exact same story again… word for word. Same desperate situation, same kid with cancer he had to get to quickly, same, “I can’t believe I’m having to ask this, but…”. He didn’t remember me, but I remembered him. I made it clear I didn’t appreciate being lied to, and the second interaction between us wasn’t nearly as pleasant for him as the first.
These types of uncomfortable conversations don’t always involve complete strangers either. It seems like we all have friends or family members we only hear from when they want something, right? You haven’t heard from them in months, and you know immediately upon seeing their name pop up on your phone the conversation will start out with, “How have things been going? How’s the family?” and end with, “You know, the real reason I’m calling is because I need…”
Everyone gets down on their luck at times and we want to trust and help others if we can, but we don’t want to be misled or taken advantage of either. And unfortunately, because some people have perfected the art of begging, we become cynical and skeptical of all the stories.
I believe most people are willing to help out their fellow man, if they feel like the need is truthful and valid. I believe people are also willing to give generously to good causes if they feel like their contribution is going TO the good cause and not to an executive’s salary. And I KNOW people are more willing to help support others who they feel like they have a give and take relationship with versus one side always taking.
So, how do these two examples of people who manipulate situations to get what they want relate to you and your business? You’re a service provider, so your customer should always get something in return for their contributions. You aren’t just asking for handouts; however, you thank your customers for their business for a reason, right? You aren’t a charity, but they are helping you out and allowing you to have a livelihood. So if they don’t feel good about contributing to your cause… they’ll go elsewhere. Keep in mind, all of your prospects do have a choice on whether they’ll be giving their hard-earned money to you or your competition, and there are two main factors involved in any request that will help them feel confident in choosing you: trust and relationship.
Build their trust – This is the number one most important factor in trying to persuade anyone to do anything: Do I convey my trustworthiness and credibility? Analyze every first impression that consumer gets from you when they receive your offer and become aware of your company. No matter the media type, does the piece look professionally done? Does the offer sound believable? And if it is truly a once in a lifetime type offer, did you take the extra step of explaining how it is possible for them? Is the benefit to the CUSTOMER clearly front and center? Remember, people are naturally wary of being deceived and reluctant when dealing with anyone new, so that’s a hurdle you have from the start with prospects.
Relationships are two-way streets – Yeah, often we tolerate that manipulative friend or family member longer than we should. We still take the phone call even though we know it’ll end in them asking us for a “small favor.” But understand this, Joe Homeowner won’t give you that same grace. You aren’t family, and you don’t earn friend status (even as a bad one) without some work. Think about your regular communication with your customers. Are you asking something from them, “Buy this… upgrade this… let us come do this…” every time they hear from you? If you’re only popping in once or twice a year to ask for their money, you’ll soon be getting shunned. Good relationships are mutually beneficial.
If you want to earn the right to ask for their business, find ways to add value to their end of the relationship – beyond the good service they’re already paying for and expecting. According to business retention statistics, 70% of your communication should be informative, educational, and seen as helpful to the customer with no strings attached. There must be more dialogue going on than just a constant, “Buy this” or homeowners will quickly view themselves as being used. Make it clear you’re investing in their welfare and your overall relationship because you want them around for the long haul.
If you need help building that professional, trustworthy messaging for your company or just an easy way to automate relationship building communication with your customers, Hudson,Ink is here to help. In a quick 10-minute call, I can help you diagnose some problem areas keeping you from achieving long-term relationships with valuable homeowners in your area. Click here to schedule a personal, one-on-one conversation with me.