Like a majority of small businesses, the nature of our
business is relationships. Developing strong client relationships leads to
referrals upon referrals. The same is true for my father’s company. When my
grandfather started, he established relationships with hundreds of clients in
town. As time progressed, their children became clients of my father. Word of
mouth from these clients brought in business from the remainder of the town and
towns surrounding, establishing a client base that essentially began as
relationships. Today, my father is heavily invested in the social aspect of
business. He greets every customer like a close friend, knows their address,
when their last delivery was, who their parents are, etc. It surprises me how
much he knows about even his smallest clients. The same holds true for an
insurance agency.
When it came time for me to buy car insurance, the first
place I looked to was an agency that my family already had a relationship with. My
parents had their car insurance with a local agency, so naturally I defaulted
to that agency knowing that I would be recognized without having met the agent
before. I see it on a weekly basis in our agency. Customers of the agency come
in with their teen driver and sign them up for a policy. Little thought goes
into exploring other options because they know that if an issue arises, it will
be handled promptly and professional. Little thought goes into writing with a
direct writer because they value the personal, friendly relationship that our
agents offer clients, even if it means sacrificing a few dollars for the sake
of service. It would be very easy for my father’s customers to buy oil
elsewhere when only considering price. At times, financial position and market influences dictate charging a higher price that some competitors, but the assurance of knowing
that if a problem arises, no matter the time or day, someone will answer the
phone is a higher priority than price.
On Thursday, the agency’s own Sandi Abrams hosted a Ladies’
Luncheon for members of the Private Client Group, among other customers of the
agency. Insurance talk was forbidden provided it was strictly a leisure event,
with a representative of Stark Fabric & Carpet presenting design highlights
for 2012 (a riveting presentation, I might add). Though I had little interest,
the women found the presentation and event delightful, given the lighthearted,
fun environment. Though it was not an event solely focused on referrals, the
development of relationships became a central focus. With representatives from
a variety of area businesses and industries, and an environment that promoted
socialization, everyone seemed to mingle with people they might not have
elsewhere. Many a phone number or business card was exchanged, and if anything,
attendees walked away with new friends and leads. While the colors, fabrics,
girl-talk were dizzying, I could tell that the event was far more than a lunch.
As the summer comes to a screeching halt, I find myself
staring down the barrel of what is to be my hardest year of schooling yet. With
courses like Cost Management Accounting, Advanced Managerial Finance, Advanced
Financial Accounting and Reporting, and International Finance, it looks to be
an insurmountable challenge. I don’t know about you guys, but I’m not ready for
my summer to end!
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