How much do you really know your customers? That's the question that came to mind when I finished reading Ginger Conlon's post, Marketing Must Keep Pace With Customers.

I agree with Ginger's thoughts regarding internet marketing and how companies focus too much on sales and leads instead of using their websites or social networking campaigns as a way to build long-term relationships with customers.

My idea of building long-term relationships with people is by actually getting to know them. Sure, you could set up a Twitter or Facebook account for your company, but if you're not actually interacting with people...I don't see the point of using social networking for business. Likewise, you could have a blog or website, but if you're not capturing people's information and getting their feedback, then you're missing out on valuable information to help your business grow.

If you have a designated person within your company operating the social networking efforts, do you know if that person is aware of what your customers want or need?

Business is no longer about the quick sale...and people are beginning to wake up and realize...You know what? I'm going to start doing business with people who value and respect my business! I'm going to do business with Mr. Smith because he knows what I like.

I Want to Be Like Jim

Here's a great example of someone I love to do business with...

I do quite a bit of traveling on Amtrak between my home in San Diego and my parent's home in a little town in Central California (Lemoore). My parents pick me up at the train station in Hanford, CA.

There's one Amtrak employee named Jim who works at the station in Hanford. He is one of the nicest guys you'll ever meet. He remembers my name, he knows what I do for a living, and he knows that I travel often between San Diego and Lemoore. The first time I purchased a ticket from Jim, he told me about the places where I could eat during my layover in Los Angeles.

It's gotten to the point now that Jim gives me a hug when he sees me!  He's a great reminder of what it means to be of service to others.

Do you have a person like Jim who works for you? What can you do to be more like Jim?

Bottom Line:  People like to do business with people who pay attention to their needs and get to know them as people.  Would you like to be viewed as just another sale or lead?