Today's consumers are very informed as shoppers and buyers.
It reflects in their demand for a wider range of products, including no-nonsense top-rated service experiences, leaving gaps most vendors can rarely fill.
Recently, the managing director of brewing company Lion Nathan was quoted as saying: "We have seen a dramatic shift from relationship selling to partnership and solution selling.
"Today, we have to be very knowledgeable in our industry. We must understand our clients' business and give them our best organisational resources."
Confirming relationships as the foundation of maintaining a competitive edge in their business, he added that "to compete in service, price and in solving our clients' challenges, we will need to add value in every area of the relationship in addition to our products and services doing their part".
Make them feel great
McDonald's built an early reputation and brand name by providing burgers in a quick turnaround time to the masses in Southern California.
By the late 1960s, McDonald's had expanded across the United States and had opened its first international outlet in Vancouver, Canada.
McDonald's supported its early business and growth model with average food, simple menu choices and an enthusiastic service culture combined with clean toilets, good operating hours and free parking.
Parents, aunts, uncles and weekend coaches of kids' sporting teams would give McDonald's the quick nod when hunger pangs started.
Today, McDonald's consumers are more demanding.
Competition from every type of fast or sit-down food company has seen the fast food chain extend operating
hours to 24 hours and adding a new variety of food and meal choices.
First-class love affair
Similarly, top-rated airlines make it easy to fall in love with their in-flight experience from check-in to getting off the plane.
Singapore Airlines, Emirates, Qantas and British Airways are not known for discounting first-class seats.
Bookings are confirmed weeks ahead on international routes with American Express and Visa Gold cardmembers, ensuring their loyalty to card companies when business class seats are offered at two-for-one specials to cardholders.
The airlines realise that first-class paying clients expect full benefits with their flying experience.
Relationships count
Trust built up over time is often the result of paying attention to customers' true needs and then exceeding their expectations.
When clients understand that their needs come first, it is nearly a 100 per cent certainty that they will help you in meeting your needs.
Personal and high-end business relationships thrive in an environment of trust and connection.
When clients trust you and your business, you can rest assured that referrals will be knocking at your door.
Article by Rob Salisbury, a corporate trainer and conference speaker based in Sydney and Singapore. He has been involved in over 1,700 events across 400 South-east Australasian firms. For more information, visit www.strategicresources.com.au
