What’s the Value of a Relationship?

By: Chris Pace

Whether in business, marriage, friendships, or any other undertaking where two people need to relate to make a transaction richer and fuller the quality of the interaction is directly proportional to the genuineness and effort extended.  All relationships are personal. The building blocks are always the same, trust, honesty, respect and mutual understanding of the other person. In a business relationship those same principles apply to your company as well.  

We are all consumers and unconsciously look for the same attributes for ourselves as we go about our day to day life. When we find it, we are oftentimes surprised and begin to search for the answer to “what’s the catch”. When we find there is no “catch” we wind up being a customer for life. After all, isn’t that how you want your customers to feel? I don’t often talk about personal experiences but in this case, I think it is worth sharing with you. There are two drastically different experiences and I am pretty sure you will recognize the best one.  

The first one 

As most of you know, I like to experiment with supplements in my quest to live forever. About two years ago, I was turned on to a product called Athletic Greens, a sustainably sourced veggie powder to give me all the good stuff that I don’t normally eat in my diet. The product costs about $65 per month so it’s not cheap. Until two months ago, I had been ordering consistently for two straight years; about $1500 invested. Well, after seeing a barrage of emails from month-to-month from their marketing department aimed at attracting new subscribers offering huge discounts and promo items; I decided to write the company and ask why I wasn’t receiving any special promos for my years of patronage. To my disappointment, the company email wizard responded to me, stating that they’d be sending me some travel packs in my next order. I considered this a lackluster offering since I had been ordering consistently – without issue – for two years and had to reach out to them for consideration and appreciation of my loyalty.

I had done my part; I kept paying, kept ordering, and even turned many folks onto the company to no reward to me on behalf of the company. Where was the consideration for those efforts? Where was the simple thank you message for keeping up my end of the deal?

Needless to say, I felt duped. A relationship that had started in mutual benefit had dwindled to the point where I ended up sourcing a less optimal product; simply because Athletic Green chose – through inaction – to dishonor the continual consideration of our agreement.

Now for the second one

On the flip side, I recently bought tickets to a Major League Soccer game. I purchased average tickets for a Colorado Rapids game and the day after the purchase was made, I received a call from the Colorado Rapids organization simply thanking me for the purchase. I was surprised and elated. One week before the game, Shelby in Guest Relations called me to discuss a few things:

• A Reminder of game day and parking instructions
• Asked if I wanted to tour the stadium prior to the game.
• Requested that I text her before the game so she could meet me and ensure I had everything I needed to enjoy the event
• Weather report to ensure I knew how to dress to be as comfortable as possible.

What’s the catch? 

I was astounded. She didn’t ask me to do anything else (upsell, etc…). She simply wanted to be sure that I enjoyed the game. Additionally, she called me the day after the game to ask how things went and offered up four free tickets to the next game since she knew I had entertained folks for the original game. Of course, I took her up on the offer and when she came to meet me at my FREE SEATS, she was charming and delightful when she met my wife and kids. The day after that game, she called again to ensure satisfaction. At this point, I asked her what the “catch” was… why be so incredibly accommodating. I bluntly asked her why she hadn’t asked me if I was interested in purchasing season tix, or a suite for a party, or anything like that. She responded confidently, “Mr. Pace, it’s my job to ensure that guests have an incredible time watching our Colorado Rapids play soccer. We know that we’re competing against major pro sports teams, but what sets apart our organization is that we don’t consider your patronage a service to be transacted, but a relationship to be nurtured. That said, if you want to talk about season tickets, perhaps you’ll come to take that tour I keep offering.” Mind-blown!

Of course, I took that tour and am now considering season tickets. And I’m damn happy to spend more time supporting the team and Shelby’s success.

The point?

Was this a little over the top? Maybe . . . but highly effective. The point here is clear… when you treat people like people, they perk up, engage, and notice a difference in the interaction. Maybe not the first or second time, but certainly soon after.

I’d urge you all to consider the impact when you schedule time to connect with your people… in business or otherwise and remind them that you care. It’s the sum of those special moments that build the foundation of a lasting relationship and it’s the common thread that encourages us to develop new routines, new ideas, new buying habits, and most importantly…. Share the experience with others. As I’ve done here.