Modern business has become about developing relationships.  Your customers don't just want your products or services, they want someone they can count on;  somone they can trust; someone that brings value to their life and their business.  So, when you get right down to it, it's a lot like dating.  To compete in this modern, global, frugal marketplace, you should be using the same tactics and strategies to recruit and manage customers that you would use on a date.

Think about dating for a moment.  The whole process of dating is about getting to know one another, determining whether there's mutual interest, finding common bonds and interests, and creating a great immpression of yourself, right?

When you think about it, dating is a lot like prospecting for customers.

In small business, the same principles we use in the dating ritual can be applied to win more business.  This casual, social approach to developing relationships will give you a significant edge on your competitors.

So, if you were on a date, would you bring spreadsheets, PowerPoints, and start rattling off a list of features and benefits about yourself?  Probably not.

When you communicate with your customers, it's better to develop conversations, and focus less on giving presentations.  When you're conversational, it becomes a more comfortable interaction for your customer, and it becomes easier for you to present key information and benefits about your products or services in a comfortable, familiar format.  It changes the entire context of the interaction, and in turn, lowers the resistance you get in a typical sales presentation.  And, in a conversation, you get more honest, valuable feedback from your customers, which will enable you make important decisions about how to fulfill their needs, and what their expectaions are.

We, as humans, are creatures of habit and environment.  We're pre-programmed how to respond and interact with our environment naturally.  So, when you're presenting to a customer or prospect, the habitual protocol is to be guarded and skeptical.  But, when you have a conversation with your client, the habit is more relaxed and dialogue-driven.

In small business, we have the unique ability to be more social and develop real relationships with our customerss, and respond to them on a more personal basis.  This presents us with a significant edge on larger competitors, and creates a bond that is not easily broken with our customers.  It makes us more resistant to price competition, and makes our customers more forgiving of the errors we will undoubtedly make.

But beware, the relationship you develop with your customers must be mutally beneficial.  Both sides must be able to identify the benefits of working together, and that balance must be maintained.  So again, much like dating, the relationships you develop with your customers must be a long-term committment. 

But, unlike dating, once you've developed a solid, solid comfotable relationship with your customer, you cannot let your guard down.  You cannot stop shaving, start showing up late, or take them for granted.  You must always put your best foot forward, maintain a reputable image, and continually earn the confidence and comfort your customers give you, and give back as much as you get.

And that is why you should date your customers.

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