You don’t need more customers. Yep, you read that correctly.
Surely I’ve lost my mind, right? Allow me to explain.
In the last 60 days, we’ve been to 6 different trade shows. 10,486 miles later, we might be a little bit tired – but we’re definitely better for it.
Whether sprinting through the airport to catch a connection 2 terminals away, or standing solo behind a 6-foot table at expo hour 9, it’s easy to lose sight of why you really do what you do. And as you snap yourself back into focus only to approach the rest of the trade show or vendor opportunity with the purpose of garnering more customers, you’re missing the mark.
A few weeks ago at the Auto Tech Expo right in our Chicago backyard, Captain Reman reminded me of just this. Making the sale is absolutely important, but what kind of business are you building if each customer buys from you only a handful of times – or worse, once?
You don’t need more customers. You need more friends.
–       Friends buy from you when your price is higher.
–       Friends buy from you when your product is going to take an extra day to get to them.
–       Friends buy from when you provide more value than the next guy.
This week’s article comes with a bonus video on the road with us at Auto Tech – watch for yourself to see this approach in action. We went to the show to sling some trans, of course, but the new friends we made and old connections we strengthened was where the real fun began.

An article AND a video this week? You Reman U readers sure must be special. Director of Customer Experience Jennifer Porter shares this week that you don’t need more customers. Think she’s nuts? Comment below or share with Jennifer directly.