Mike Porter, a marketing professor at the University of St. Thomas Opus College of Business, recently appeared on the “Homegrown Hustle” podcast hosted by Matt Ikeman. The two discussed the importance of understanding building long-distance relationships and customer loyalty. Porter explained how businesses can strengthen customer loyalty through creating meaningful experiences, establishing trust and demonstrating value throughout the customer journey.
From the conversation:
Matthew Ikeman: So, as you were saying that, I was thinking, what if a customer doesn’t know what they actually need, but they’re calling in trying to do a one-time service, or they have squirrels and they want us to come put mousetraps out or something? So in their mind, they’re like, I’m ready for this. I paid this much before. That’s what I need. At that point we have to bridge the gap, and it’s like a knowledge gap at that point, right?
Mike Porter: It’s an education process. And there’s some percentage, we could make up a percentage, but we don’t know what, there’s some percentage of people that you could try and do all the education you want, and they’re still going to hang up the phone.
Ikeman: They’re going to get frustrated.
Porter: Well they’re going to get frustrated with you. There are other people who are going to go, oh, really? And perhaps the conversation starts with, ma’am, I could do that. I could put mousetraps out to try and get rid of the squirrels, but I don’t want to charge you for that because it’s not going to do anything. It’s not going to take care of the problem because squirrels aren’t going to get caught in the mousetraps.
Ikeman: No, this is what you actually need. Here’s our process, the way we’re going to solve your problem that I’m hearing you communicate, because whoever’s answering the phone should be able to understand what the real problem is, right?
Porter: And by saying, I don’t want your money because I don’t want to take your money if it’s not going to satisfy your need. That’s not the business that we run. We run our business on taking care of the issues and the problems.
Ikeman: Ethics.
Porter: Well, and it’s just good salesmanship. Trust. I’m teaching a class in professional selling right now.
