A variation of this post originally ran in December of 2009, and then again last December. Enjoy!
“If Macy’s doesn’t have it, I’ll send you to someone who does!”
In 1947 Kris Kringle offered us that radical advice. It played well on the silver screen, but wasn’t a marketing ploy that any business was really going to try.
Even 64 years later this plot thread from Miracle on 34th Street seems like a pipe dream. Would Home Depot send us to Lowes? Or AT&T send us to Verizon?
Maybe that particular marketing idea wouldn’t work for most, but the heart of the idea is brilliant, and is at the core of how we SHOULD be using social media.
It’s about the customer, not selling your product. Put the needs and wishes of the customer first, and there is a good chance you’ll reap the benefits. Social media can help you put the customer ahead of the “almighty dollar.”
It’s at the center of this whole thing: Build relationships. Build trust. It’s this sort of thing that will help you convert potential customers into real customers.
If you don’t have what they want, do you have the guts to recommend another business? Perhaps your competition? Yes, it is risky, but perhaps it’s worth the risk.
How are you putting your customers ahead of sales and profit?
- Social Media: A Must For CEOs Of The Future (v3im.com)
- The Culture of Social Media without the Platforms; Mind = Blown (marijeanjaggers.com)
- Collaboration, Not Competition (marijeanjaggers.com)
- Your Fractured Audience: Not All of Your Customers Think Alike (inklingmedia.net)