Relationships come before tactics

A customer called me last week just to check in and encourage me. I didn’t expect it, and it meant a lot.

It made me think about how this new chapter has gone so far. Customers have been a reference for me. One referred me to a new company. Another offered to introduce me to a startup. Others have given me solid advice and opened doors I couldn’t have opened myself.

None of that came from a program or a campaign. It came from relationships built over years of doing right by them.

That is the cornerstone of any good customer marketing program: real relationships with your customers. The tactics sit on top of that.

Doing what is best for the customer always wins. It may not show up on a dashboard next quarter, but it shows up when you need it most. A leader I talked with recently told me he works for his customers first, and his customers show up for him in a big way.

To every customer who has checked in, sent a referral, offered an intro or shared advice, thank you.

You know who you are, and you’ve shown me what this work is really about.