I believe I have been a good, loyal and forgiving subscriber.
Yet, it didn’t bug them one bit that I’m leaving. They didn’t want to know why nor did they even try to keep me. I said goodbye, and they said “see ya later”. I was just another email subscriber who I’m sure they acquired at great cost. But no matter, I didn’t get the long, sad, sentimental goodbye I think I deserved.
Yes, that’s right. Love is the answer. Even in business. The more you give customers love, the bigger returns you reap. And it all starts and ends with relationships.
Needless to say, it doesn’t happen overnight because like any meaningful relationship, you need to work at it. For starters, that means attracting Mr or Ms Right Customer – one with whom you can potentially build a long-lasting, fruitful and meaningful relationship. Because while one-off shopping affairs with the wrong kind of customers offer immediate, short-term highs, they can’t sustain a business.
So don’t be afraid to gently ditch a customer you deem unprofitable (the kind that’s high-maintenance, low return) if this gives you freedom to spend quality time with customers that are likely to spend more, more often and for longer with you.