How far have you realized that the relationship between men and women are much similar with the one between businesses and customers? How deep do you understand that the difference of men and women are as great as the one in business relationship? Once you believe and realize the difference, you can improve both your business and love relationship.
I think it’d be best firstly to quote one of the most interesting parts of the book concerning about the five common misunderstanding here:
1. When she says "You don't listen," he says "What do you mean I don't listen. I can tell you everything you said."
- When a man is in the cave he can record what she is saying with the 5 percent of mind that is listening. A man reasons that if he is listening with 5 percent, then he is listening. - However, what she is asking for is his full undivided attention.
2. When she says "I feel like you are not even here," he says "What do you mean I'm not here? Of course I am here. Don't you see my body?"
- He reasons that if his body is present then she shouldn't say he is not there. However, though his body is present, she doesn't feel his full presence, and that is what she means.
3. When she says "You don't care about me," he says "Of course I care about you. Why do you think I am trying to solve this problem?"
- He reasons that because he is preoccupied with solving a problem that will in some way benefit her, she should know he cares for her. However, she needs to feel his direct attention and caring, and that is what she is really asking for.
4. When she says "I feel like I am not important to you," he says "That's ridiculous. Of course you are important."
- He reasons that her feelings are invalid because he is solving problems to benefit her. He doesn't realize that when he focuses on one problem and ignores the problems she is bothered by that almost any woman would have the same reaction and take it personally and feel unimportant.
5. When she says "You have no feelings. You are in your head," he says "What's wrong with that? How else do you expect me to solve this problem?"
- He reasons that she is being too critical and demanding because he is doing something that is essential for him to solve problems. He feels unappreciated. In addition he doesn't recognize the validity of her feelings Men generally don't realize how extremely and quickly they may shift from being warm and feeling to being unresponsive and distant. In his cave a man is preoccupied with solving his problem and is unaware of how his indifferent attitude might feel to others.
When a man and woman first fall in love each other, they must have a very strong desire. They often think to give the best for whom they love. Surprisingly, this applies the same when a person firstly becomes a customer of a business (this customer might fall in love with its product/service).Then each of them would try to satisfy each other (the customer is willing to pay more money, the business is planning to give more utility). Nonetheless, as their each interest is so much in the opposite, what a business might think of the best, more quality product/service, its customers may wish another thing.
After successfully knowing and giving the best for customers, what should a business do? As I have mentioned earlier, the satisfaction a customer had may fade away as times goes by. To maintain the lovely relationship which has been created, communication is the main issue. Establishing a continuous communication enables customers to be reminded of how great the business loves them (the way a business does this relationship has been mentioned in my previous post).
More importantly, in any kind of relationship, what do you expect from your partner? Trust and loyalty! But how do you make your partner trust and be loyal to you? Howard Schultz, the founder of the successful Starbucks, once said, “Marketing today is the ability to build this emotional connection.” This is true as though relying merely on feelings may be dangerous; the only way to maintain a long-term relationship is to build a great emotional bound for each partner. Through this emotional bond, trust and loyalty are born!
There are absolutely numerous ways that a business can use to create the emotional bond. Traditional communication such as direct mail, e-mail, or telephoning might work. A side from communication, a business may create a personal log such as customer card that records every transaction and points reward given. Another program may include a ‘comeback reward’ that gives a discount or special gift for another upcoming transaction.
Thus, choose the one that suits best for your business! A customer is your partner in a loving relationship!
