Customer Acquisition
December 11, 2024

Forming relationships with a customer are in a lot of ways similar to forming a relationship with a new friend. Both require engagement, working together and becoming “one”.

Three stages of face-to-face customer acquisition:

Engaging Action, Act of Engagement and Becoming Engaged.

Face-to-Face Engaging Action

  • This refers to the initial steps taken to invite someone “in”. In real life, it could be a smile, a friendly gesture, or an interesting comment. In a business environment this translates to personal experience. It’s especially fortunate if there is a platform where we can engage Face-to-Face with the customers, for example a deli counter, or demonstration theater.

Act of Face-to-Face Engagement

  • When an engaging action evolves into deeper interaction, it becomes an act of engagement. For example, after a friendly meeting, if a meaningful conversation follows, it’s an act of engagement. This implies a two-way interaction where both parties are actively involved.
    In the business world, the customer interacts with the business through a visit, a conversation with staff. The customer begins to appreciate the value in what the business offers, leading to a potential commitment.

Being Engaged

  • Engaged: The state of being deeply involved or committed to the interaction . When both parties are actively participating and invested in the dialogue, they are “engaged”. Ideally, both of them profiting from their interaction.  The customer makes a commitment to the relationship, and sees the deli as an “oasis” in a “no Service” desert.
    An engaging experience is in stark contrast to a “no-service desert”.

We can think of forming relationships a bit like planting a seed (engaging action), nurturing it into a sapling (act of engagement), and finally watching it growing a strong tree (engaged). Each step is crucial in fostering a deeper connection.