Creating Customers for Life: Why Honesty and Integrity Are the MOST IMPORTANT Words in Marketing

Everyone’s been there.

On the wrong end of a crooked business deal.  On the receiving end of poor customer service.  Taken in by magnificent sales claims that turn out to be nothing more than a lot of hot air.

Swindled, robbed, screwed over.

And mad as hell over it.

So what do you do?

You go out and tell 10 of your friends all about the terrible experience you had.  You urge them to avoid the offending company like the plague.

And you never, ever go back.

Look, despite what "hardcore" salespeople might have told you about closing the deal by whatever means necessary, people don’t like to be had.

And when you resort to under-handed tactics and manipulation to get what you want, you may very well get one sale.  But you’ll never get two.  Let alone a lifetime of repeat business and referrals to fuel your company’s growth both now and in the future.

That’s because of one simple fact.

People do business with people they trust.

Therefore, building relationships of trust with prospects, customers, and employees is the best--and ONLY--way to create a sustainable business model.

And to build relationships of trust and create Customers for Life, you must approach everything you do from this simple place:

Any business deals or transactions must be in BOTH parties’ mutual best interest.

Period.

This applies to customers, employees, partners, joint venture relationships, prospects, everyone.

The first half of the equation is to make sure that what you have to offer is a fit for your customer, employee, partner, or prospect.

And if it’s not, you may have to turn some opportunities away. 

Sometimes, you won’t have the right product or solution for your customer’s needs.  Sometimes, they’d be better served going elsewhere. 

But wait a minute! I can hear you saying, if I send my prospects and customers away, then I’ll get less business!

Not in the least.

Think back to the last bad business experience you had.  When it just wasn’t a fit.  Maybe you couldn’t follow through on what you promised your customer because it was a little beyond your specialty.  Perhaps you were dealing with an unreasonable client who demanded way more than they were paying for.  Maybe it was a bad partnership, where you shouldn’t have gotten involved in the first place.

Whatever the situation, didn’t it take up an inordinate amount of your time, effort, and energy--emotionally, and maybe even financially?

What if you could have spent that time attracting business that was a fit?  Or selling additional products and services to your loyal customers?   Wouldn’t you have been much more productive with those resources you wasted in the bad situation?

Because you can’t forget: there’s a second part to the equation, too.

All business relationships must be in YOUR best interest as well.

You see, there’s inherent tension in the buyer-seller relationship.   People are understandably reluctant to part with their hard-earned money.

So as the seller, vendor, or provider, it’s easy to find yourself in a situation where you are constantly on the defensive, fighting and scratching and clawing for each dollar and client.

That can lead you to feel out of control, at the mercy of other people for your financial well-being, or like you’re “begging” when you sell or ask for referrals. 

It’s a demeaning place to be.  And it doesn’t make for Lifetime relationships.

That’s why I STRONGLY advocate that you make the Win-Win Paradigm a foundational part of the way you do business.

Because this paradigm—where you do business with someone only if it’s in BOTH parties’ mutual best interest—levels the playing field.

Can’t you see?  It gives you power in a situation where you might not otherwise have it.  It turns ordinary sales and business situations—where the customer or prospect is trying YOU out—to collaborative, bonding experiences where you are trying each other on for size.

It makes you equals.  And that’s the only way to build real relationships of trust anyway.

One more thing.  You might be nervous to switch over to the Win-Win Paradigm because you’re afraid of “missing out” on opportunities or sales.  I understand your concern--I really do--because I’ve been there.

But let me tell you from personal experience that when you begin approaching all your business dealings from this perspective, not only does it feel fantastic and restore dignity and pride in your work…

You’ll actually get MORE business as a result!

Remember: people do business with people they trust.  And complete fidelity to the Win-Win Paradigm is impressive because it’s so unusual.  You’ll diffuse pressure, create real relationships of trust, and become a valued source of information.

So if you’re already making sales and closing deals WITHOUT it, consider how much better you’ll do WITH it!

Think of it this way: how many opportunities are you losing by NOT incorporating the Win-Win Paradigm into your business life?

The Bottom Line: Never do business with anyone unless it’s in both of your mutual best interest.  That way, you’ll make more money, eliminate stress and waste, and form the perfect foundation for creating Customers for Life.