Vendor Writing: Get to Know Your Customers

Get To Know Your Customers, Let Them To Get To Know You

BY NORMA B, CONTRIBUTOR VENDOR

There are many benefits to getting to know your customers and letting them get to know you. As you read this article I think they will become crystal clear.

As you do, keep in mind each opportunity that presents itself is as unique as the people you are serving.

Consider the following examples:

Barbara Jean and her daughter Laura stopped by one Saturday for a visit saying they had missed me and bought a paper and a bumper sticker and gave me a good tip, so I showed them the book written by Ridley Wills II and they bought that too!

They said seeing me made their day, well, believe me when I say the feeling was mutual!

Brittany pulled into the parking lot for a quick visit asking about my story, she bought a multipack of papers with various articles I’d written. She said she would stay longer but she was on the way to meet her mom and everybody knows YOU CAN’T KEEP MOM WAITING!

Similarly Sienna saw me a few times when she was in the area on her way to the gym, and wanted to know more about my story. She gave me a rice krispy treat and a few dollars. She was impressed that I connected her name with the reddish brown color in the box of crayons. I told her it was one of my favorites!

There’s Alex with the cool British accent (he said I say that every time he stops to chat, but it’s true, it’s part of what makes him unique.) He said he hasn’t seen me lately I’m not sure why, I’ve been out there — I guess we’ve just been missing each other, it’s all about timing.

Walter Hicks saw me from the other side of the road one day as it started to rain made a u turn and came back to see me. (I must admit he’s went out of his way to see me several times.)

I met Christina, a nurse when she stayed one night at the Suburban hotel near my spot, she’s from the ‘Boro and came back and bought a paper after getting one few weeks earlier! it’s nice to have returning customers — especially when they make a special trip to see me!

John stopped to see me and gave me a nice tip then came back a few minutes later and gave me an even bigger tip to try to get me in out of the rain. I thanked him and told him I appreciated it. I explained I wasn’t trying to be greedy but I hadn’t been out all week because I’d had the flu. He understood.

Another couple who also noticed I hadn’t been out all week, they could tell I still wasn’t feeling my best when they saw me they bought a paper, they even came back later and gave me a bucket full of flowers 1 big creamy white hydrangea surrounded by big beautiful purple flowers-saying purple is your thing right? Maybe this will help you feel better!’ I gotta say the flowers were almost as beautiful as the folks who delivered them!

Lindsey seemed genuinely surprised to get a paper and one of Ridley’s book for her donation, and she’s since returned for more issues of the paper.

Kenny took time out of his busy schedule for a little chat one day. He returned a few days later and actually bought a paper!

After confirming the cost of the paper Lauren asked for 4 and gave me a tip. (It’s no secret to those who know me that when someone gives me extra I try to give them something ‘extra’ in return).-the only thing I had on hand was some extra wrapping paper from past issues of the paper, she loved it!

There’s also a guy (sadly I don’t know his name)-but he ALWAYS stops to talk to me, sometimes donates, but NEVER takes the paper-until recently. Why? He said he was ‘going through some things and maybe this will help me gain some prospective.’ I hope it does! He’s a REALLY nice guy. The lesson here is simple — just because someone doesn’t initially take the paper, don’t assume they’ll NEVER take the paper, circumstances change!

Bonnie initially gave me a nice tip so I gave her a book and comped the paper. She’s since returned often with a goody bag in hand. On her most recent visit, even though she wasn’t having the best day, and the weather was cold and wet, she took the time to park her car and come and see me. Awesome!

For those who have given me food recently, notably Phil (this guy can REALLY cook-beef stew, chili, spaghetti) served up in a 16 oz. cup with a lid and Murray who brought me a double cheeseburger from McDonalds I shared the article ‘Food For Thought’ that demonstrates the true value of such gifts.

Also, if you get to know your customers and their interests you can direct them to specific articles in the paper that will be of interest to them.

I’ve often said it’s NOT just about the money it’s about the connections you make.

What do I mean by that? Here are just a few examples:

Laurie came by with a goody bag-it had some thermal pants and a shirt in it, along with several pairs of socks-some really thick ones and some soft fuzzy ones! It is PERFECT for the crazy weather we’ve been having lately. What a thoughtful and useful gift!

Ed’s whose most recent visit was different from the norm. He usually comes with his wife Cathy. In fact, I’ve NEVER seen them apart, they’re ALWAYS together. Sadly he told me she had died. He told me he’d just bought her a new wheelchair noting mine was in bad shape. Trying to Inject a bit of humor into this now somber situation, I said I know, it’s even been run over by a truck, but hey, at least I wasn’t in it, and given the shape it’s in, you can be sure nobody will steal it. (It’s happened before!) In case you’re wondering how that happened, I forgot to put the brakes on while I was picking up trash around my spot and it rolled across the parking lot right behind a truck just as it was pulling out! Oops!

He gave a little smile and left with a paper only to return later that same day with that brand new chair he’d just bought for his wife. When he couldn’t get the feet attached he left again only to return with the tool he needed to attach them properly adjusting them to fit me-3 times in 1 day, proving that he’s a pretty special guy!

With that in mind, if I may ask my readers please keep Ed in your prayers, I’m sure he’d appreciate it.

As you can see, by allowing your customers to get to know you, they are better able to provide practical assistance in a variety of ways NOT JUST MONEY, and by getting to know your customers you’ll have something of value to offer them something they need in return that’s what happened with Shadae.

She has stopped and visited for a while now, buying a paper when she could. Now she needed my help, I did what I could to help her out paying it forward and it turned out to be just what she needed. When she got her new job at Fed Ex, she stopped to share the good news and buy a paper.

If you do this you’re sure to build a loyal customer base that looks forward to seeing you and are eager to help you any way they possibly can!