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Another marketing lesson from my cat
I love animals, including my two cats, Prouch and Pounce de Leon. One of the things I love about them is how they make it clear to me what they want, then show their total delight when they get it.
Contrary to dogs, they are fed continuously, meaning that their bowls are filled with food for them to nibble on as they wish.
Yet both of them (especially Prouch) will come and look for me and ask me to follow them to their bowl. Then they look up expectantly until I reach for the food bin and scoop out a bit of extra food. They still do that if the food in the bowl is still fresh and plentiful. And they are happy even if I only pretend to scoop out food but come up empty.
What they really are after is the gesture of being taken care of. (I realize that if you’re not an animal lover, this could be a stretch for you but see if you agree with the marketing analogy anyway.)
Isn’t that what everyone wants; to be on the receiving end of some sign that someone cares about us?
That’s true in our personal lives but also in our businesses. Wouldn’t you rather deal with a salesperson that cares about serving you well than one who may be competent, but somewhat indifferent?
It’s a pretty universally accepted idea, illustrated by the saying: “Nobody cares what you know until they know you care.”
So you and I would be wise to remember it in our daily actions as well as when we plan what we want to do in our businesses.
Because if our clients don’t think we care about them, everything else we do, from fancy marketing campaigns to intricately packaged offerings, will fall on much less receptive ears.
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Helene, you have a really smart cat and I agree completely.