Building customer loyalty is really about building relationships. Talk to any successful business person and they will likely tell you that success in business as a whole is all about personal relationships. We can’t really get to know our customers and clients, or build strong bonds, if we do not get to know them outside of the business transaction.
There is a reason that lunches, recreational events, parties, and dinners are all mainstays of the business world. People want and need to get to know each other in other contexts—away from the negotiation table. This can be a challenge for those of us who run our home businesses since we may be isolated and get most of our work done, alone, sitting at our desk at home. As a matter of fact, many of us are drawn to operating a home-based business because we want to be able to work with some degree of isolation and not have to be so social. Networking and schmoozing may be one of the parts of the business world we could really do without, or we might not feel socially confident or think we have the time to socialize with clients and customers.
But, the fact is—getting to know people outside of the typical business setting is how businesses are built. This doesn’t mean that you have to spend all your time hosting business cocktail parties and golf outings, but finding ways to get to know prospects, customer, or clients in the “real world” really will help you grow your business and give you the opportunity build stronger connections with people. Social situations are a place where individuals let their guard down, you can meet their family and friends, and they can get to know you in a more relaxed, casual atmosphere too. Remember, people do business with people!
See Also: Making Time for Networking
Networking With Former Coworkers