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I asked him for advice on creating and maintaining a long and successful marriage. He had been married for over 50 years and said they were still in the honeymoon phase of their marriage. Quite the accomplishment in a society where over 50% of marriages end in divorce!His secret to a long and happy marriage was simple…
Never Stop Courting Each Other
In 50 years of marriage, my mentor never stopped courting his wife. This advice applies directly to your freight business where you must never stop courting your customers. When you meet the one you want to spend your whole life with, do you treat them well or poorly? Do you court them or do you ignore them? The answer is obvious.
When it comes to your customers, if you desire to have a long and lasting business relationship, you must court them. You must treat them like they’re someone you want to stay in your life forever. The more you court your customers by continually solving their problems and being relentlessly positive, the more freight you’ll move for them – period!
Success In This Industry Is Similar To High School Dating
Remember this guys: Seeing a girl who caught your eye and made your heart jump a little. Eventually, you muster up the courage and ask her out on a date. If she said yes, you then took her out and courted her. If you wanted her to be your girlfriend, you courted her even more. This same process is similar to freight sales. As you build your contact list by reaching out to three new contacts each day, you’re actually courting your customers and prospects.
The challenge is that most freight sales agents don’t court their customers the way they court the love of their lives – and they’re hurting their probabilities of success in the process. Most agents will court a prospect once and then stop. This is like going on a first date and never calling the person again. If you want to have long and lasting relationships with your customers, this isn’t going to cut it.
You Must Never Stop Courting
After a while of courting the marketplace, you may feel the urge to stop. To stop making contact with your lists. To stop reaching out to new prospects. You begin to just coast along. The challenge with coasting is that you can only coast downhill!
To stop courting your customers is a deadly mistake! Courting the marketplace never ends.
What have you done today to court your customers? Whose problems and drama can you solve? Whose day could you light up by taking a large load off their hands? How could you surprise and delight your customers today?
Do these things continually. Your success in this industry demands it!