Building Relationships at the Rialto Bridge, Venice

Posted by Deborah Chaddock Brown on July 2, 2009 under Connecting Moments, Customer Moments | Be the First to Comment

People buy from those they like and trust and the only way to build that trust is to learn about your customers as people not just cash in the register.

This became clear to me during a recent trip to Venice, Italy in which I visited a shop, Arte Venexiana, near the Rialto Bridge. I was looking for a unique piece of jewelry to commemorate my trip. I found a lovely glass necklace and asked the salesman if I could look more closely.

After handing me the necklace he got on the phone. Moments later, Elise entered the store – the designer who had created the piece I admired. In her hands…matching earrings. She asked my name. Learned I was traveling with my Mom and daughter – who were also in the store and she sought them out, exclaiming at my mother’s beauty.

She explained the process of her jewelry design. Told me about the Artist who made the glass beads. She personally put the necklace around my neck.

Exquisite. But pricey.

I thanked her and said I had to think about it. She gave me her card – made eye contact – pressed her hand to mine and told me how glad she was to meet someone who admired her artwork.

I shopped the rest of the day but her necklace and the warmth with which she treated me was ever present in my mind.

I returned. She came running out from behind the counter. Kissed me on both checks and told me how glad she was I’d returned. I made the purchase.

As she wrapped the necklace and earrings, she talked to her artwork, “you are so lucky, my baby, you are going to America.” She told me glad she was glad that I was the one who’d purchased something she was so proud of.

I felt like we’d become friends.

I returned the next day to purchase gifts for friends and family. She remembered me and greeted me warmly – giving my daughter a free pair of purple earrings – she’d overheard that it was my daughter’s favorite color.

In parting she asked that I send her a postcard once I’d arrived safely home.

Imagine if every purchase we made was handled in such a personal manner. Imagine how good we’d feel about the value of our purchase. Would we return? Would we refer the establishment to our friends?

You betcha!

Look back over my interaction with Elise at all of the little things she did to build a relationships with me.  She knew I would leave and most likely not come back any time soon.  What reason did she have to go out of her way to build a relationship?  Yet, she saw the value.  It set her apart. 

Taking steps to build a relationship with your customers may seem time consuming, but the efforts and future benefits far outweigh the energy it takes. If you want loyal customers – become their friend; even if the friendship is only for a single moment in time. The experience will be remembered and the beginnings of customer loyalty will be established.