Creating Long Term Success Through Relationships

In October 2011 after competing in a Internship leadership competition, I met with a panel of judges who grilled me on the power of leadership and how I had been an active leader throughout my life. What changes had I brought to the world? How had I united the people around me? What impact had I made on the lives of others? I poured my heart out. I shared detailed experiences about what I had done to be a leader and team player. I waited patiently for weeks to hear if I would be chosen. I knew it would be one of the best experiences I could have as a graduating student. I was chosen! I represented the United States in The Leadership Internship. I traveled with 12 other students from all over the world to Salt Lake City. We interned with companies including Intermountain Healthcare, United Way, Xango (Over $1.5 Billion Annual Sales), Nuskin ($1.54 Billion Annual Sales) and many other successful businesses. 

How did we reach these businesses? 

Cindy with Corporate Alliance, whose business helps its members create real relationships and The Barbara Barrington Jones Family Foundation interacted with with business owners, CEO's, secretaries, and  every person they came in contact with as if they were our family friends. They asked them personally and sent them personal invitations to participate in an exclusive internship program. Then they followed up with them. Twelve of the top businesses in the Utah Valley were excited to participate.

 My job during my internship was to unite these businesses. I had a chance to travel and meet several business owners in the area and invite them to attend a formal banquet to show our gratitude. This personal interaction followed by a fancy invitation was the icing on the cake. Hundreds of people attended this banquet. We were not asking for donations during this event. It was a banquet to thank the people for the relationships they had built with us as interns and the foundation. During this banquet we pulled on their heart strings sharing personal stories. Each intern sat at a table with business owners. We asked about their families and learned about each CEO on a personal basis. This is where it all came together! Each of us had the chance to stand before Fortune 500 companies and influential leaders and tell our story and show our gratitude. After we spoke, we received a standing ovation from each and every one of these leaders. Many of us were quickly approached after and offered jobs on the spot. 

What made this event so powerful? 

The personal relationships we had built with influential people provided long term success. Not because we wanted something from them but because we cared and were genuinely thankful. I was able to experience what it felt to build lasting relationships with people who in turn wanted to help me in my future endeavors.  One of the  Chief Executive Officer's that offered me a job called me after I was married to congratulate me. The fact that a CEO of an international company, I had met once, remembered that I was going to be married in August taught me a valuable lesson. Relationships = Success.

How can we as a company that provides a service all business need build these relationships? 

We need to create a plan to interact with businesses on a personal level. Building a personal relationship allows us to create long term relationships which will create retention.

Creating LONG TERM SUCCESS through retention: 
 
Eric Covino from SEOBOOK talks about creating long term success through retention. Focusing on retention may not provide a quick sale but it will provide long term succses. He said, "A company or person who values their online presence and marketing initiatives should be willing to pay a bit more for more reputable work from a reputable company. If you have evidence to back up your claims of being that company then you will win more than you lose even if you aren't the lowest price". These are the type of companies we need to focus on marketing to.

It is important that SEO providers educate their customers and provide custom quotes. The serious buyers are looking to protect their valuable asset and you can do that for them. Offering a range of services can be beneficial to the customer but it is important that you look to reach out to those who will be long term customers. We must cater to their needs. We must follow up and nurture the relationship as if they are a friend. 

A true friend is not someone that steps in only when something tragic has happened. A true friend is someone who was already there to comfort. There is power behind educating businesses about how they can grow their business. Hosting event to thank current clients and to invite future clients to take advantage of your service is a perfect way to create relationships.

Relationships=Success.