It’s Not About Closing, It’s About Connecting.
I got a call a while back from a local insurance company looking to utilize my services. I asked him what his past/current marketings have been with the site up to this point. He let out a sigh of frustration, then proceeded to explain how he was ripped off for tens of thousands of dollars per month by multiple companies in my industry. The poor guy just couldn’t catch a break and was ready to give up on internet marketing altogether. My heart really went out to him and I take it very personal when I hear these stories. It gives companies like mine a bad name which is why I go so above and beyond for my clients with under promising and over delivering on every front.
I ended up doing a deep tissue site audit at no charge and showed him where is holes were at and what he should do moving forward to improve visibility. He told me we’d be in touch but I never heard from him again.
Fast forward 2 months, I was watching an episode of the #AskGaryVee shoooooooooow and I heard Gary talking about connecting with clients on a personal level via Twitter. He really inspired me to go the extra mile. A lightbulb went off and I remembered the insurance guy from months back. At this point I didn’t care if he became a client or not, I just wanted to connect on a deeper level and give back to someone that gave a lot to my industry with nothing to show for it. For everything he’s been through, its the least I could do.
I started sifting through his tweets and found him talking about Kobe Bryant and the Lakers. I immediately started searching for memorabilia related to the Lakers before deciding on a framed Sports Illustrated issue signed by Kobe himself. It was perfect. I shipped it to his office and a few weeks later I got this email back:
A little love goes a long way. It’s not always about closing, its about connecting.