Relationship Marketing by Solving Problems vs Hard-Core Sales Techniques – American Airlines Triumphs

Traditional hard-core sales training teaches the marketer to aim for the money transaction – first and foremost. So most of the time that means that the real needs, even the real problems of the buyer be damned . . . and then some. And no surprise that’s left a bad taste in most people’s hearts and in their deep-rooted sense of integrity.

That’s why you’re seeing more and more focus on relationship marketing by solving problems thereby developing the genuine relationship between marketer and buyer, taking time to speak to the real needs of your buyer, and allowing the buying moment to evolve through deep understanding, trust, and respect.

What does that look like when you are the representative of your business?

Relationship Marketing by Solving Problems

We can all take notes from a recent difficulty we encountered with American Airlines and how their representative at the San Jose del Cabo Airport in Baja Mexico handled it after we spent 3 lovely days vacationing and working with Jim’s brother Dr Bill – a chiropractor and healer in Cabo – and his lovely wife Kelly who are both headed to the Internet to expand their businesses.

When we got into the airport to fly home we were told by American Airlines representative Arturo Flores that our flight had been canceled and we would not be able to get out of Cabo until the next day.

All the fun we’d suddenly had disappeared.

Now what!?

Well, as we coach everyone – ask, ask, ask! So we asked Arturo for his help getting us out that day – at least to Los Angeles – so we would be home either that evening or early on Monday.

Blessedly there were no lines of people behind us. So Arturo and two other American Airlines employees went to work. It took them about 30 minutes but they VERY graciously got us on an Alaskan Airlines flight to L.A. (that was leaving in 45 minutes from another terminal) and a US Air flight to Las Vegas after that.

Not only did they get us airborne, Arturo walked us out to the shuttle that would get us to the next terminal to make sure we’d get there in time.

AND we got home 3 1/2 hours sooner than our original flight!

They had excelled in solving our problem – in other words they were providing relationship marketing by solving problem

There is no need for American Airlines to trot out hard-core sales techniques to keep us happy with their service. No need for them to try to stir up false urgency or make us nervous that we’ll miss out on some special rate because of false scarcity. And they certainly don‘t have to threaten us with “being stupid” if we don’t fly with them or make them our airline of choice.

Their marketing moment was simple. We had a very real need, a serious problem that needed to be solved. And they provided a very real and hugely appreciated solution. And we will never forget it.

• What Are Your Solutions To Your Buyer’s Very Real Problems?
  
  Take some time now to jot down “The Top 10 Problems My Customers Bring to Our Relationship” – AND list the many solutions you provide  – both as customer care and through your services and products ( enter them into the comments so we can all enjoy your expertise and caring ).

  And as you design your marketing plans for the coming months, keep these in mind at all times:

** as you create new programs, courses, and services
** as you write sales copy to promote what you are providing
** as you train your staff to better handle your list members’ needs
** and as you gain deeper and deeper understanding of what your specific buyers really, really need!

Your customers will love you for it! And they will show their love by doing business with you – over and over and over again!

Because It’s ALL in the Connection,

Judith & Jim

Open your heart to Soft Sell Marketing and your wallet will soon follow.

http://www.theheartofmarketing.com — http://www.bridgingheartandmarketing.com