Short excerpt from a Dean Graziosi YouTube video arguing that the first key to success in any business is building genuine, non-transactional relationships with customers. He illustrates this with a personal anecdote about his close relationship with his dentist, noting that such bonds create loyalty, referrals, and social obligation to return for service.
My dentist. He's my butt. I have a relationship with my dentist. How could I ever go anyplace else? And God Forbid I go 6.1 months and I didn't go back for my checkup. I get an email and I feel bad that I shouldn't. And I go in there, not because of a transactional relationship, to keep my teeth clean. It's like I'm letting down my dentist. Damn it. I gotta take the time and go in there. But in every single business, what can you do? What can you put in place that builds a relationship where they're gonna refer you, talk great about you, love you and respect?
