Aristotle once said, “In poverty and other misfortunes of life, true friends are a sure refuge. The young they keep out of mischief; to the old they are a comfort and aid in their weakness, and those in the prime of life they incite to noble deeds.”
In the past, people blame social problems such as divorce, obesity, and homelessness to poverty, unemployment and unhappiness. But recent researches suggest that social problems are not really rooted from these areas. Rather, they result from one simple and common attitude of most people: ignoring friendship. It appears that society has continuously overlooked the importance of friendship.
In business, just like our social life, friendship plays an important role as well. Sometimes, the most difficult marketing problem can be solved easily by friendship. Think of your biggest projects and successful business deals. Looking back, you would realize that they have become successful because of your friends. By friends, we don’t mean your drinking buddies, but your business associates with whom you share a more personal relationship.
It’s no secret that good promotional materials do a lot in marketing your business, there’s no argue about that. The right brochures, creatively designed card printing, and captivating postcards will easily build the name you want for your business. They will create customer awareness for easy recognition of your business in case the need for your products and services arise.
But a truly successful marketing campaign isn’t only about the money and the materials. It is also about the relationship. After all, people do business with people. And it’s not just with any person, but with people they trust and know. Once you’ve develop a strong bond with people you want to build a long lasting relationship, it will be easier for you to improve business relationship. Think of it this way: when your friends or someone they know need your products and services, you are mostly likely the first person they will think of.
The simple principle of friendship is actually where many businesses fail. They may have the highest grade products, the greatest services, and even the best marketing tactics, but if your business is something not of interest to the general public (such as a dental equipment store or perhaps a high end jewelry shop), making friends is the easiest and most cost effective way of ensuring the success of your business.
But how do you exactly find the friends you want to create long relationships with? It’s not every day that you meet people who are willing to exchange the friendship bond with you. Here’s how:
•Go around town. Most likely, your business targets customers around your area. Start by making friends with your neighbors and from there you can create your circle of friends.
•Mingle with the local trade associations. They are the best places where you will meet the right people. Interact with them and form a sincere bond with them and you will be surprised where a single act of kindness will bring you.
•Join organizations. If you have a hobby or skill, look for organizations that gather people with the same interests as you. It is here where you will find friends that are for keeps.
•Stay in touch with your old friends. A simple postcard once in a while can help keep the fire burning between you and your friends. Print cards on special occasions and even on days when you simply want to make your friends smile and send it to them. This will create a genuine and special bond with your friends who will eventually bring you business in the future.
It’s really worth listening to Aristotle. Friends are surely our best refuge in good and bad times. In business, solidifying relationships with them would mean the difference between keeping customers for good or losing them forever.