Saturday, March 1, 2014

Gaining Customer Affinity

In his book, Epic Content Marketing, author Joe refers to success criteria with regard to many topics including content creation and management.  One particular sentence really caught my attention and it refers to primary criteria for success being customer and employee affinity.

The Merriam-Webster definition for affinity reads:  a feeling of closeness and understanding that someone has for another person because of their similar qualities, ideas, or interests.  Wow, while Joe was referring to content, that also rings true for every customer relationship.

If a salesperson shares the same qualities, ideas, and interests as their customer, and that includes the success of the customer's business, then that salesperson has the very foundation of success in their profession of sales.  That foundation paves the way for matching up the salesperson's offerings with the buyers needs to achieve success.

This holds true across the entire sales profession, whether it is components, materials, finished machinery, service, or  even advertising.  If the salesperson shares an interest in the success of the buyer, he or she has the primary criteria for success.