The most successful organizations, leaders, and individual players are those who demonstrate, over and over again. that they aren't all-business. Instead of a totally capitalistic persona they stop and take the time to care.
That was the ethos of the neighborhood grocer and the butcher shop which marketing expert Toby Bloomberg has highlighted in her award-winning blog. Forbes has been among the brandnames which have singled it out for capturing the importance of values in serving customers. Bloomberg recalls how her grandmother taught her to expect that authentic sense of caring.
For that reason, most sales in my field of professional services should be slow ones. First we establish the relationship. We open ourselves to prospects to allow them to experience us as a human being. Then and only then do we move forward with the sales pitch.
The essence of the Salvation Army, even as it migrates into being a major retailer, is to be there for everyone and anyone. I have never dealt with its leaders, managers and residents who first pitched me about swinging by the retail wing. They always were first a presence, asking me how they could serve my needs.
On the other hand, a writing group listed on MeetUp may have shot itself in the foot. Its powers that be made the matter of financial "donations" to attend an issue. For some of those who attend that has been a turn-off. That's even, though, the leadership has made it known that the annual listing fee on MeetUp is about $135.00. For those of us considering participating, some of us have a bad taste in our mouth. It seems a violation of the spirit of the organization to not charge anything, then make a point of pushing for donations.
Bloomberg and I began our relationship a decade ago as colleagues helping colleagues on an American Marketing Association ListServ. We didn't get down to business for a long time. Perhaps that's why not only myself but many others in marketing and public relations exclaim, "Toby Bloomberg! We would do anything for her." That anything includes referrals for her Bloomberg Marketing Firm.