Most people have heard the "if you build it, they will come..." line from the classic American film Field of Dreams. While, in the context of the corn field, that may have been true it isn't the case in business.
"If you build it, they won't come. You have to build it and then go and sell it"
This was once said to me by the Founder of a successful social enterprise, and it really stuck with me.
There are two main aspects I want to discuss further regarding this adage, which is the build and the sell. The crucial component for the build and the sell is quality. Quality is difficult to describe and even harder to find In a world where you are constantly bombarded with noise, content, and social media. But when you experience true quality, you know it - you can feel it.
Quality is always better than quantity. If you are building something, that you believe is truly remarkable, the quality of the build, the design, the feel, and the functionality, is far more important than anything else. People may not remember what your product did or what it said to them, but they will remember how it made them feel. The lingering sensation that quality leaves behind for the user is your customer retention, and more importantly advocacy. Customer advocacy is the best marketing plan there is. None of this occurs sustainably without the build being quality. So, take pride in your products and services. Be the craftsman that does not cut corners. Tell a story with your products, and do something remarkable.
Emotional intelligence (EQ) is needed for a quality sell. The best product, with the worst sales pitch, is not the best product. EQ is needed to partake in quality human interactions. It shouldn't feel like a pitch. Selling is like storytelling. We all know a great storyteller who can captivate you with their words, animated gestures, and their tone. The storyteller uses emotional information to guide their behavior. They feed off their audience and they truly care about the quality of the human interaction. Storytelling has been a significant part of human culture for thousands of years. This explains why when we come across a great speaker (a great storyteller), we feel calmed, but also engaged. For that brief moment in time, we are captivated. If the storyteller is good this is a very pleasant experience. When you build something that has a great story to tell your sell is postured to be high quality.
Build something remarkable with a great story, and tell the story. Seek quality human interactions, over quantity. Quality is hard to find. Give people quality and you will have your customer retention and customer advocacy.