A reminder about customer relationships

Thirty-eight years ago this week, I met the lovely Cindi Witmer.

(She had just moved to Dallas from Indianapolis.)

Four and half months later, Cindi and I “exchanged nuptials.”

(That's how the newspaper put it. In everyday English that means "we got married.")

I know.

Four and a half months is FAST.

But it wasn't as crazy as it sounds. Hear me out.

We met on a Monday. Bumped into each other—and made small talk—that Wednesday. Hung out with a group of people and chatted on Friday.

Call it curiosity or chemistry, but each time we interacted, we walked away smiling and thinking, “Hmmm?"

So, at noon on Saturday when my roommate said, “Hey, I’ve got a date tonight. Call somebody. Let’s double,” my first thought was, “CindifromIndy.”

Seven hours later, we are sitting at a professional soccer game. For each of us, the plan is simple: learn more.

But this is problematic for two reasons:

1. For the entire game, they're BLASTING music through the Reunion Arena sound system at about 120 dB. Not only this, but...

2. Each time Dallas's best player* scores—and he scores multiple times on this night—he rips off his jersey and flings it into the crowd. People go bonkers. It's CUR-RAZY.

* The player’s name was Tatu. I’m not making this up.

Are you getting the picture? For two straight hours, CindifromIndy and I are YELLING at each other.

We're screaming "get-to-know-me" facts like: “I HAVE TWO OLDER SISTERS!” and “MY DEGREE IS IN—DON'T LAUGH—EARTH SCIENCE!”

And we're shouting thought-provoking questions like “WHAT?” and “COULD YOU REPEAT THAT?”

Do we suffer irreversible hearing loss? Yes.

Are there sparks? Also, yes!

Following this date, we begin spending time together DAILY (Clarification: I’m not YELLING here, just emphasizing a crucial point).

So, we're NOT strangers when I propose to CindifromIndy on April 8—87 days after meeting her. And it's not THAT crazy when we tie the knot 52 days after that.

Love can happen quickly. Or, it can take longer.

I know a guy who married his junior high sweetheart. (I don't mean WHILE they were in junior high.)

I mean, they met in seventh grade, then dated off and on for over a decade! Oh, the drama! Let's just say it took some time for these two to realize they had some nuptials they wanted to exchange.

Here’s why I tell you this story: Customer relationships are like dating relationships.

Getting potential customers to say "yes" to your product or service takes time. You can't propose on the first date. You have to establish a relationship. They need to trust you.

This can happen fast. Or not.

It's different in every case. But here’s the general reminder.

Asking for the sale too soon often means losing the sale—and losing a customer.

So, spend adequate time enlightening them about who you are and how you can help them. That’s the way to build trust.

You never know...it just might lead to a lifelong relationship.