In theory, everything seems simple – every business is an exchange of value between a company and its customer. But when we take a closer look at how most companies operate in practice, we see a surprising paradox. Instead of focusing on creating value for the customer, they focus on talking about themselves. Let’s face it – we live in times when consumers are bombarded with marketing messages from all sides. Every company is shouting that it’s “the best,” “innovative,” “a leader,” “industry-leading.” But do these terms mean anything to customers today?
A Revolution in Business Thinking
Let’s imagine two cafés. The first focuses on advertising “the best coffee in town.” The second asks its customers about their preferences, customizes drinks to individual tastes, remembers the favorite orders of regulars. Which one is more likely to build a more loyal community?
This is no longer the time for empty advertising. It’s the time for authentic relationships. In a world where anyone can buy anything from anyone, loyalty is built through understanding and empathy.
A Practical Change in Perspective
Take an example of an electronics store. The typical approach is shouting slogans about “the latest smartphones at the best prices!” But what if, instead, the salesperson asked:
- How do you use your phone on a daily basis?
- What’s most important to you – the battery, the camera, or something else?
- What problems do you have with your current phone?
Suddenly, the salesperson becomes an advisor, someone who truly wants to help find the best solution.
Building Trust in Practice
The principle of reciprocity, as described by Cialdini, works here naturally. When we sincerely help the customer solve their problem, they repay us with loyalty and referrals. There’s no need for tricks or manipulation – just a genuine desire to help.
A real-life example: A salesperson who:
- sends a survey about expectations before the meeting,
- discusses the action plan in detail during the meeting,
- contacts the customer afterward to check satisfaction with the offer,
- after the sale, asks about satisfaction and if any help is needed with equipment setup or app usage.
These are not complex actions, but they show the customer that we truly care about them.
From Customer to Ambassador
The most beautiful thing about this approach is that satisfied customers become our ambassadors. Not because we asked them to or offered rewards for referrals, but because we genuinely helped them solve their problems.
That’s why the best companies don’t need to advertise – their customers do it for them. Because when someone finds a truly valuable product or service, they naturally want to share this discovery with others.
The Future of Business
In a world where the customer is “attacked” by hundreds of advertising messages every second, authentic relationships with customers become the most valuable asset of a company. It can’t be copied or automated because it’s based on real understanding and empathy.
Let’s remember – success in business is not about shouting the loudest, but about listening the most attentively. Because only then can we truly understand the needs of our customers and respond effectively.
After all, the best advertisement is a satisfied customer who willingly recommends us to others. And this is only possible when we stop thinking about sales and start thinking about helping.
Autor: Anna Stawowy
