It's all about the relationship. Whether we are talking about business, friendship, or family, the resilience of the relationship is what makes that connection last and grow. Relationships grow strong and enduring because we look after them. We feed them. We show the people we care about, in all different kinds of relationships, that they are significant to us. We make them a priority by making knowing all about them a priority so that we can understand how best to serve them in terms of the relationship we have with them. This is important whether we are talking about our family, our friends, or our customers.

Caring Enough to Know

If you didn't know your child's favourite sport or remember your mother's birthday, what would that say about your commitment to the relationship? Really, not as much as you might think. You might be preoccupied or mistaken. But you know that, to your child or your mother, it might seem like you aren't paying attention.

As business people, we have very good intentions to bolster the evidence that shows our customers that we are paying attention. If we care enough to remember details about their business, their purchase history, past requests, even their birthday, they might feel like we are paying attention. If we are paying attention, then maybe we are making our relationship with their business a priority. Caring enough to know means that we pay attention to what they need, and that's what will reinforce the business relationship into something sustainable.