Relationship Marketing The small business' tool for competing successfully against the big guys.
By John Landsberg
Why do people buy your products or services? Price? Value? Customer service? Technical expertise? It might be any one of these things, but it is very likely a combination of all of them. As I get older, however, customer service seems to have moved to the top of my list. True story: Last week my "lawn trimmer" died a sudden and unexpected death. I mourned for about a minute and decided to begin my search for a replacement. This generally means getting in the car and going out to buy another one. My first trip was to a major home improvement big box store close to my house. No one would wait on me. My credit card was burning a hole in my wallet. After 20 minutes of total confusion looking at a variety of trimmers, I left-mad. I then jumped in the car and drove across town to a competitor-another big box home improvement place. I was ready to buy; but again, assistance was nowhere to be found. After 15 minutes, smoke was starting to come out of my ears and I decided to leave before setting off any smoke alarms. The next day I went to the big box store where my father and grandfather had bought all their tools for years. This store had plenty of employees available to help, but they were in one of those huddles where they chat with each other and ignore customers. I remembered why I stopped shopping there and I left-forever. I told my frustrating story to some friends (actually students) and they suggested I start my search by checking Consumer Reports for the top-rated weed whackers. Why didn't I think of that? It turns out the top-rated one wasn't carried by any of the big box stores, but could only be found at certain lawn mower repair places. I located the top-rated whacker at a business called Maisch Small Engine Repair in old Lenexa. It's one of those places where there are hundreds of lawn mowers, as well as parts and related equipment all over the place. It smells like gas and oil. I loved it. I walked over to the highly rated trimmer and an employee (I later found out it was Mike Maisch, the owner) began explaining the features and benefits of it and why it is superior to the competition. Keep in mind, this was a weed-whacker expert who has repaired these things for years, not some 18-year-old kid who wouldn't know a whacker from a wheelbarrow. It was the closest a guy could get to tool heaven. I told him I wanted it even though it cost more than most I had seen at the big box stores. At that point he put gas in it and explained exactly how to start it. He then actually started it up. Are you kidding me? Ever see someone at a mega-store actually start up the equipment you wanted to buy? I was stunned. To me this was a practical lesson in relationship marketing. This is exactly how small businesses can compete successfully against the big guys. Let them focus on their stock price to keep shareholders happy. You need to focus on your customers' needs. It took less than 15 minutes, but this place in Old Town Lenexa had developed a relationship with me. Price is no longer the major factor in my purchases of lawn equipment. What Maisch recommends is what I'll buy. And, believe me, I am telling everyone the story of my experience. Every time a customer touches your business in any way it provides you with a chance to develop a relationship with that person. And once a relationship is established, it can mean great things for your business for years to come. Just follow the example of a small engine repair place in Lenexa.
John Landsberg operates Bottom Line Communications, a Leawood-based marketing communications firm (www.bottomlinecom.com). He also is an adjunct professor of marketing, consumer behavior and public relations at Baker University. You can reach him at jlandsberg@bottomlinecom.com or (913) 338-5760.
