Relationship Building For Successful Guerrilla Entrepreneurs



Jay Conrad Levinson and Jeannie Levinson



No man—and no business—is an island.


Guerrillas strive for and savor long-term relationships with their

customers. They well know the myriad of benefits of long lasting

connections and do all in their power to establish and nourish

them. They’re well aware that it costs them six times more to sell

something to a prospect than to sell that same thing to a customer.


It’s one thing, however, to know the value of a long-term relationship and it’s something entirely different to engage in activities that spawn such delicious connections.


Relationship chemistry


The chemistry of a long-term relationship is as complex as the

chemistry of a long-term and happy marriage. The starting point

is a commitment to the happiness of someone else.


The next point is a goal not of customer satisfaction, because

that’s relatively simple and common, but of customer bliss— exceeding the expectations of customers, giving more than they anticipated, caring more than they’re used to sellers caring.


To do this, you’ve got to learn about them. You learn first by listening to them, then by asking more questions and listening carefully once again. Successful Guerrilla Entrepreneurs often ask those questions on their web site or with specially prepared customer questionnaires, which solicit personal information.


By knowing the personal likes and dislikes of your customers

you can render personalized service—such as clipping articles

of interest to special customers or recognizing their achievements

and the achievements of their families or businesses.



Here are some additional ways to use a personal touch when

dealing with customers.


_ Handwritten notes on mailings make the customers feel singled out.

_ Phone calls that are not part of a telemarketing campaign accomplish

  the same.

_ Using the customers’ names, talking with them of non-business topics,

alerting them to special new products or services you have available,

responding instantly to their calls and emails, faxes and letters.





All those seemingly insignificant actions act as beneficial catalysts

in the chemistry of a healthy buyer-seller relationship. The more

details you know of your customers’ lives and businesses, the

more empowered you are to mention those details, making each

customer feel unique and special rather than part of a large

demographic group.


Guerrillas have the insight to know that there’s an extraordinary

chemistry that exists in long-term relationships. It doesn’t happen

automatically. It doesn’t happen instantly. But when it does happen, the business owner is as delighted as the customer.




Are You an Effective Relationship Builder?



Read each statement and rate yourself on a scale of from 1 to 10,

(with 1 = never, 10 = always).


Answer every question not only from your own perspective, but as

a client or customer would answer for you.



Taking your “relationship inventory”:



  1. I strike up conversations with strangers and share my business

frequently with them.


  1. My marketing plan includes attending regular networking



  1. I remember personal details about people and share them at an

appropriate moment to let them know I care about them.


  1. My clients are a great source of referrals, which I tap on a

regular basis.


  1. I follow-up with potential clients within 48 hours.


  1. I believe that everyone is a potential client.


  1. When I’m out and about, I look and act professional.


  1. I’m fun to be around. People love to talk to me.


  1. My community can count on me to be there. I often participate

in community programs and frequently volunteer.


  1. I feel confident in myself.


  1. I remember to acknowledge people’s strengths.


  1. I enjoy speaking in front of groups.


  1. I sell my services to a person, not another client or a corporation.


  1. People are extraordinary. I look for the good in all people.


  1. My business is oriented to giving. I often provide free consultations,

tips, gifts and information.


  1. I ask my friends to introduce me to potential clients.


  1. People contribute to me on a regular basis.


  1. I see myself as a resource for others.


  1. My networking and relationship building skills have produced

many clients over the last six months.