I’m a little peeved that someone else owns robelen.com. My birth certificate clearly shows I’ve had the name since birth. Even my business certificate proves I’ve been trading under that name since 2001. This makes me the rightful owner, doesn’t it? Well, not exactly. According to Whois, a central database of domain owners, robelen.com was secured in 2002 by a guy in the US who, apparently, could be earning a tidy sum through what is known as domain parking – a form of internet advertising which, in this case, aims to monetise web traffic of bathrobe lovers that happen upon the domain via direct type-in.
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.