Transactions vs. Relationships

Far too many companies work primarily at creating transactions. Transactions are the lifeblood of any business. It is very easy to become a transaction seeker. If you’re not sure what I mean by transactions, they are what happens at the store when you go in and buy something that day. It is the sale of the car. It is the sale of the house or the contract for the services for the next 6 months.

Chasing transactions, however, is a short term way of looking at a business and creates a never ending pressure for delivery of immediate results.

Instead, look at all the ways you are looking to create relationships. Far more stabilized is to use long term thinking to invest your marketing time to develop relationships that provide an ongoing stream of transactions. Shifting your marketing approach to creating relationships makes a transaction the natural destination of where a relationship goes.
How does that translate into your marketing efforts?

Be absolutely focused that your marketing efforts are inspiring people to become part of your advocacy group not just Customers. Some call it your Tribe. Educate them about your entire business, not just the virtues of your gizmo (features? Big deal.). Make people feel special. Find ways to get them to feel like they are part of a something special or important. Make them feel like participants in your pursuit of making a difference.

Create a relationship and you create a future string of transactions. Relationships are valuable. Transactions are fleeting.