Relationships

The other day I was this close to joining Equinox because I wanted to get back into the routine of working out. On my way to Equinox, I popped into the pet store that I buy dog food for my little one-eyed Shih-Tzu. I did this because the owner was also a trainer at my old gym, NYHRC. I told him that I was on my way to join Equinox. He immediately asked me why and then went into ways that I could work out in my home (push ups) and outside (steps) and not spend $175ish per month.

Needless to say, he convinced me to put off my impulse to join the gym (I had a craving to get on the treadmill and watch TV!).

Why am I posting this under relationships? Because of that interaction and trust, I will always be a loyal customer. I have a relationship with him and I feel that he helped me so I will help him. Not because his prices are better (they aren't) but because I trust him and have a relationship with him.

In Steve Yastrow's book We: The Ideal Customer Relationship, he points out that business travelers say that they would more likely buy from business that they have a relationship with. To be specific, the question is which are you more likely to buy from.. Business that have the best prices? 21% or Business that you have a relationship with? 79%

Makes sense.